20 Aug '16, 3pm

The Apple Store is now simply 'Apple,' company says - Mashable

The Apple Store is now simply 'Apple,' company says - Mashable

It's called Apple, not the Apple Store. The Cupertino company has decreed that its chain of retail stores will now only be referred to thusly in what seems to be part of an ongoing attempt to rebrand them from shopping destinations to community gathering places of sorts. Apple's new flagship store in downtown San Francisco opened as simply "Apple Union Square" in May, and now, the company's website shows, many other stores, like "Apple Fifth Avenue"and "Apple World Trade Center," are following suit and losing the "Store." SEE ALSO: Apple's retail chief reveals the future of its iconic stores MacRumors reports that the company recently sent out an email informing retail employees of the change. The transformation would be gradual, it reportedly said, and the newest stores would be rebranded first. The simplified name fits with Apple's minimalist, pretentious and particular ...

Full article: http://mashable.com/2016/08/20/apple-not-apple-store/

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