Apple Drops 'Store' From Apple Store Branding

Apple appears to be making a slight branding change to its retail business, dropping the "Store" moniker when referring to its Apple Store locations. Apple has already made the change online, and all of its store pages now refer 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."

It's a change that appears to have started rolling out with the launch of the newer Apple Stores, like the Union Square location in San Francisco. Apple has always referred to that store as just Apple Union Square, and over the course of the last few days, the company has updated all of its retail store webpages to remove the "Store" branding. What was once "Apple Store, Fifth Avenue," for example, is now just "Apple Fifth Avenue."

The new website for The Grove Apple Store

An archived page for the Fifth Avenue Apple Store has the older branding as of August 12, suggesting this is a fairly recent change to Apple's retail plan.

The old website for The Grove Apple Store

Apple also recently sent out a memo to its retail employees, letting them know that the "Store" branding is gradually being dropped from both retail locations and online. While Apple told employees the change will be gradual and will start with new stores, pages for almost all stores have been updated to remove the "Store" titling.

The decision to remove the "Store" portion of Apple's line of retail locations likely has to do with efforts to turn newer stores into more than just simple stores, positioning them as gathering places for their communities. Apple Union Square, for example, features an outdoor plaza with regular acoustic performances and a 6K video wall with seating called "The Forum," aimed at allowing artists, photographers, and musicians to inspire and educate customers through year-round programs, events, and classes.

Top Rated Comments

(View all)

45 months ago
They managed to make the names of their retail stores thinner!
Rating: 48 Votes
45 months ago
Can't innovate anymore my ass! This is revolutionary!
Rating: 46 Votes
45 months ago
Next "aple"
Rating: 33 Votes
45 months ago
Next they will drop the mac line.
Rating: 33 Votes
45 months ago
It'll always be the Apple Store to me.
Rating: 20 Votes
45 months ago
Makes a ton of sense.

1) no confusion with the App Store
2) it's no longer only a store; definitions are important
3) "Apple, the experience", vs. "Apple's commercial front-end"
4) it's shorter > more elegant
Rating: 19 Votes
45 months ago
Apple Big Apple
Rating: 13 Votes
45 months ago
Can't wait for Apple to open an Apple in this town...

Rating: 12 Votes
45 months ago
I work in retail. Sometimes we change things for the sake of change just to keep it fresh. It actually works lol.
Rating: 8 Votes
45 months ago
I actually like this change. It shows the retail locations are not focused on getting people to buy more things, but to experience them. One of my favorite things about visiting Apple is walking in and not being hounded by sales people trying to get their commission. I can just wander around and experience the products how I want to and make the decision I think is best for myself.
Rating: 8 Votes

[ Read All Comments ]