In July, Kevin Turner, Microsoft's chief operating officer, told company partners to expect pop-up stores during the holidays.

Microsoft's sales strategy for the Surface requires it to walk a fine line, said Baker. "It's more complicated for them than, say, Amazon," he said, referring to the e-tailer that has struck deals with brick-and-mortar chains to sell its Kindle tablets. "Because Microsoft has both OEM and retail partners, they have to tread lightly."

While retailers would love to get their hands on the Surface -- Baker said demand will be high for the Microsoft-branded tablets -- the company's OEM partners would feel differently. "Not making deals with retailers will make their OEMs feel a little better," said Baker.

Some computer makers -- called "original equipment manufacturers," or OEMs -- have at Microsoft stepping on their turf.

The pop-up stores Microsoft announced today were: