Approximately 500 people, some of them had been camping out the whole night, were waiting in line for the store to open the store, where they met cheers by the staff members wearing Microsoft Corporation's T-shirts.

Microsoft at least has partially succeeded in the change of the opinion, of many people, about its lack of coolness. The corporation received many positive reviews for the new operating system Windows 7.

A shopper in the shop named Hafthor Stefansson, an IT consultant and a user of both Apple and Microsoft, said that it is good to give a warm and fuzzy feeling to the consumers about using an OS. He also said that this will make the consumers feel even better about what they purchase.

The Scottsdale store is the Microsoft's first planned chain of branded stores that aims to match its rival company Apple Inc's successful foray in retailing. It was the second bite of Microsoft at the retail business after a short experiment in combination with Sony Corp in San Francisco's Metreon Center about 10 years back. Consumers picked up hardware including Xbox 360 consoles, Hewlett-Packard Co and Dell Inc. notebooks, and also the Windows 7 operating system.