Microsoft officials said they chose Fashion Valley as the home for its fourth store because it had the right mix of consumers they wanted to reach with their stores and brand. The other stores are located in Scottsdale, Ariz.; Mission Viejo, Calif.; and Lone Tree, Colo.

A large white sheet currently covers the entrance of the Fashion Valley store, but it is scheduled to be lifted on June 24.

"I'm a PC person. I'm not so into Apple," said consumer Carolyn Hesse.

Hesse admitted she was a PC user, but doesn't know if Microsoft will give Apple a run for its money.

"I don't think they are going to beat Apple," said Hesse.

The new Microsoft store is located on the first floor of the mall and is only four stores away from the Apple Store. The 7,500-sq. ft. store is moving into the location where retailer Ann Taylor used to be.

San Diego State University marketing professor George Belch said it will be a good match for the mall, but it won't be enough for Fashion Valley to make up for the loss of retailer Saks Fifth Avenue.

"In the retail industry, it's all about they come to mall and not only come to Microsoft but also go to other stores," said Belch.

The Microsoft store will offer customers a variety of products like Xbox video game systems and MP3 players, and displays featuring touchscreen laptops and PCs.

"I think, initially, people will be curious. The key is going to be products that keep giving people to come back to the store," said Belch.

Microsoft COO Kevin Turner said the stores are something customers have been waiting for.

"You are going to have more choice a lot much better value," said Turner.

"If it can help bring in the store traffic, that's just good for everyone at the mall," said Belch.