Microsoft said that it's going to open its own stores worldwide to "create a better PC and Microsoft retail purchase experience." They will have to bear comparison to Apple and its 250 stores, which have been eating into Microsoft's sales.

The company has hired David Porter as corporate VP of retail stores. He's from DreamWorks Animation SKG, where he was head of worldwide product distribution. Maybe the chain will be glitzy Microsoft glitzy? Nah, before DreamWorks, Porter was with Wal-Mart for 25 years. He left in 2007 when he was VP and General Merchandise Manager of Entertainment. He will report to COO Kevin Turner.

The move is apparently a reaction to the poor reception Vista had and the advertising digs from Apple. Turner said in a statement, "We're also working hard to transform the PC and Microsoft buying experience at retail by improving the articulation and demonstration of the Microsoft innovation and value proposition so that it's clear, simple and straightforward for consumers everywhere."

Microsoft expects to use the stores for feedback on what people want and how they buy. It promises to share what it learns with its existing retail and OEM channels, which can't be much too pleased at the thought of more competition for the shriveled-up consumer dollar. The competition for shelf space and signage ought to be interesting. And remember, Circuit City is liquidating. Maybe Microsoft's stores won't actually sell anything.

Porter's first job is to figure out where to put the stores, how many there'll be and when to open them. Presumably he'll want key sites in place before Christmas. It's believed Microsoft is shooting to get its Vista remake, Windows 7, out before the holidays.

He's also supposed to work with existing retail programs in Microsoft's Entertainment and Devices Division, where the Zune media player and the Xbox video game console live.