Microsoft to improve 'buying experience at retail'. (That's 'shopping' to you and me.)

Microsoft has announced it’s to open its own shops, in a clear bid to grab a slice of the Apple retail action.

Apple trades on its image as the quintessence of cool: all innovative design and sleek lines. Microsoft may face an uphill battle in this respect, at least if its press release announcing the move is anything to go by.

It quotes Kevin Turner, Microsoft’s chief operating officer, as saying:

We’re 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.

‘What?’ you may ask. Good question.

I was going to offer a translation, but I’m afraid it’s stumped me. Some ‘clear, simple and straightforward’ language might be a good start, Mr Turner.

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Author: Rob Ashton

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Rob Ashton is the founder of Emphasis and posts mainly about writing and the brain – a topic he's been researching for seven years. You can read more of his work in Writing Matters – our weekly bulletin of career-building writing advice backed by science.