Microsoft is opening up a flagship store in New York City that may pose a serious threat to Apple's famous cube.
The retail store will be located on 677 Fifth Ave., and will replace a Fendi shop that currently stands in that location, according to The Wall Street Journal. Executives from the Redmond, Washington-based software giant said the store has been in development for five years.
Microsoft is looking to open its new store at some point in 2015, as no specific deadline has been provided.
The move marks a first in Microsoft's history, as the new location will serve as the company's first full retail store that will be open in Manhattan, The Verge reported.
"As our first flagship store, it will serve as the centerpiece of our Microsoft Stores experience," said David Porter, corporate vice president for Microsoft retail stores. "This is a goal we've had since day one- we were only waiting for the right location. And now we have it."
Microsoft's new store will put the company in greater competition with Apple, as both tech giants have spent the past few years opening more stores, The Wall Street Journal reported. Apple currently has 254 stores in the U.S., and Microsoft has opened 104 physical stores in the U.S. since 2009.
Other moves for expansion for Microsoft include teaming up with Best Buy last year to create mini-stores inside 600 of Best Buy's locations, as well as opening 10 more stores in the U.S. and Canada by the holiday season.
Microsoft has been involved in New York before, having opened a temporary store in Times Square for launching the original Surface tablet and a specialty store in Staten Island, according to The Verge.
The company also plans to make the store more than its average shop by opening an "experiential space" and using it to launch new Lumia devices and Surface Pro 3 tablets.
Porter said the store will give Microsoft the opportunity provide its products to a "huge group of local customers and visitors alike," The Wall Street Journal reported.
With Apple's recent release of the iPhone 6 and iPhone 6 Plus, Microsoft will have to rely on its laptops, smartphones, Surface and Windows devices and Xbox consoles to make its presence known on Fifth Avenue.
