US tech giant Apple is reportedly simplifying the branding of its retail chain by removing the word 'Store' from Apple Store. Apple, which launched its 10th location in New York City and named it 'Apple World Trade Center', dropping the word 'Store' from its name.
According to a MacRumors report, Apple has informed all its retail staff with confirmation that 'store' will disappear from both online and in retail stores. Apple's online store listing refers to stores by names like "Apple Union Square" or "Apple Valley Fair" or "Apple The Grove," instead of "Apple Store, Valley Fair" or "Apple Store, The Grove."
The re-branding is already reflected on every website for Apple's various stores. "Apple stores, with fancy headphone setups and avenue displays will now change on a seasonal basis to showcase different products," the report stated.
According to the memo that was given out to employees, the change from Apple Store to Apple will be a gradual one. The changes would begin with the recently opened Apple Stores and then move on to the older and more popular ones.
Apple was yet to officially comment on the report.
Out here in India, it seems like Tim Cook's tour of India did not turn out to as fruitful as many perceived it to be. Mint reported that the Apple CEO failed to be impress the finance ministry, hinting that its glass-laden Apple Stores may have to wait, once again.
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