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From the outside, the AT&T Experience store in San Bruno, Calif., looks like an ordinary AT&T store.
Upon entering you can see that this store is a bit different.
The store includes a lounge for watching AT&T's video content. More importantly, there are seats for taking a rest while you wait
The highlight of the AT&T store are the six AT&T Surface displays. Developed by Microsoft, the surfaces allow you to research a variety of information, from plans to phones to coverage.
When you place a phone on the surface, such as this Samsung SGH-A737, you can research everything you need to know about the handset.
The interactive displays are entirely touch sensitive. From the home screen you can jump to a variety of menus.
You can compare several plans side by side. You can drag the individual windows around if you wish.
By placing one of the featured phones on the surface you can see the applicable plans for that handset.
You can review all of the applicable specs like the size the weight and the battery life.
You can look up the phone's feature list to see all the goodies that it offers.
You even can see the full gallery of applicable colors
Finally, you can round out your purchase with an accessory.
If you can't decide, you can put two models side by side.
The surface also shows coverage maps. By moving your fingers, in a method similar to the iPhone, you can zoom in on a chosen area.
We've zoomed in to see AT&T coverage in the Bay Area.
You even can view coverage block by block.
The surface also shows 3G coverage in your area.
A special iPhone display lets you play with Apple's handset.
A selection of iPhone accessories are available as well.
You can take all of AT&T's handsets for a test drive.
Accessories are displayed just below the phones
Or for more experienced tastes, you can choose from an array of designer cases.