Retail War: Microsoft built its first flagship store near Apple's Cube in Fifth Avenue

Microsoft launches its first flagship store in New York City. The tech giant will also sell all of its latest devices in the store, including the Surface 4 and the Surface Book laptop-tablet.

Located at 677 Fifth Avenue, the Microsoft flagship store is just five blocks away from an Apple Store, well-known as the Cube. Apple's Cube has become a favourite destination for gadget enthusiasts and tourists.

Microsoft Retail COO David McAughan told Mashable, that proximity to Apple was not even a consideration in the decision.

He said that the company were just really intent on finding the right location and the process started five years ago.

While Microsoft Corporate Vice President of Retail Stores David Porter was more forthright during an interview with Time Magazine. He revealed that the Microsoft chose the location because it knows that customers will be on Fifth Avenue and that it is going to be a global destination for people.

Porter added that the customers from around the world will descend to the store and will have the opportunity to interact with Microsoft directly.

The Microsoft flagship store has a different outer look from the Cube's. While the Apple's Cube has a giant standalone glass stand on the large underground store, the Microsoft store will have glass-fronted ordinary store pinched between two other buildings.

The first impression of the Microsoft store's interior design will remind visitors about the Apple's Cube style. They have the similar style on placing plenty of hardware on fashionable tables.

The first two tables display the Surface Book, the new Microsoft device which is the combination of laptop-tablet that was unveiled earlier this month and said as the rival brand of Apple's Ipad Pro, as well as the Surface Pro 4, the updated version of Microsoft's tablet.

The visitors who have visited Apple's Cube before will clearly see the Apple's influence to the Microsoft Flagship Store. But the Microsoft adds unique elements to satisfy the visitors.

The Apple's influence on Microsoft's store is understandable. Apple has been the best among tech companies at connecting with customers through retail, according to Fortune.

The company has expanded its retail presence around the world to more than 460 stores that are unique in designs, welcome to customers who want to try out products without being pushed to buy, and staffed with knowledgeable employees.

At the end of 2014, Apple was generating $4,789.82 per square foot of space in its stores. Apple's sales have subsequently skyrocketed.

Microsoft may learn from Apple and not relying on traditional retail methods to sell the tech products. The Microsoft Flagship Store in one of the company's strategies to expand sales.