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."

applenewbranding

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An archived page for the Fifth Avenue Apple Store has the older branding as of August 12, suggesting this is a fairly recent change to Apple's retail plan.

applestoreoldbranding

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.

Popular Stories

mac mini thermal architecture feature

New Mac Mini Has Modular Storage, 256GB Model Will Have Faster SSD

Friday November 8, 2024 7:06 am PST by
Apple has returned to using two 128GB storage chips in the new Mac mini with 256GB of storage, according to a partial teardown video shared on social media today. This means the base-model Mac mini with the M4 chip will not have significantly slower SSD speeds compared to higher-end configurations of the computer with 512GB, 1TB, or 2TB of storage, as multiple NAND chips allows for faster SSD...
Generic iOS 18

Everything New in iOS 18.2 Beta 2

Monday November 4, 2024 12:34 pm PST by
Apple today seeded the second betas of upcoming iOS 18.2 and iPadOS 18.2 updates to developers, and Apple is continuing to refine the Apple Intelligence capabilities. There are also a handful of smaller features that are worth knowing about. Find My Find My has a new option to Share Item Location with an "airline or trusted person" that can help you locate something that you've misplaced....
iphone passcode green

Cops Suspect iOS 18 iPhones Are Communicating to Force Reboots, Making Unlocking Harder

Thursday November 7, 2024 2:20 pm PST by
Law enforcement officials in Detroit, Michigan are warning other police officers about an alleged iPhone change that causes Apple devices stored for forensic examination to spontaneously restart, reports 404 Media. iPhones that are undergoing examination have apparently been rebooting, which makes them harder to unlock with brute force methods, and Michigan police think that it's due to a...
best buy holiday

Best Buy Reveals Black Friday Plans With Sitewide Sales Available Now

Friday November 8, 2024 10:05 am PST by
Black Friday sales are continuing today with Best Buy kicking off early Black Friday deals that will last for the next few days. Similar to other retailers, Best Buy's early Black Friday event includes sitewide savings on Apple products, headphones, TVs, monitors, video games, and more. Note: MacRumors is an affiliate partner with Best Buy. When you click a link and make a purchase, we may...
early apple watch black friday

The Best Early Black Friday Apple Watch Deals

Wednesday November 6, 2024 6:33 am PST by
Black Friday is just around the corner, and Apple Watch deals have begun appearing ahead of the shopping holiday on November 29. In this article, we'll take a look at all of the best early Black Friday Apple Watch deals, including the new Series 10 models. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small...
iCloud General Feature

Here's What's New in Apple's Updated iCloud Terms and Conditions Taking Effect Next Week

Friday September 13, 2024 7:39 am PDT by
Apple has started notifying users about an upcoming revision to its iCloud Terms and Conditions, which takes effect on Monday, September 16. We compared the text of the upcoming iCloud Terms and Conditions with the current U.S. version from September 18, 2023 and identified four key changes: "Apple ID" references have been changed to "Apple Account" throughout. iCloud users must agree to ...
M4 MacBook Pros Thumb

M4 MacBook Pro Reviews: Processor Benchmarks Impress, New Nano-Texture Option Worth the Extra $150

Thursday November 7, 2024 6:14 am PST by
The first wave of reviews of Apple's new M4-powered MacBook Pro models were published this morning. We've collected some of the latest impressions from YouTube channels and select media outlets below. Apple last month announced the new 14-inch and 16-inch MacBook Pro models, adding next-generation M4, M4 Pro, and M4 Max chips, with Thunderbolt 5 ports on higher-end models, display and camera ...

Top Rated Comments

Sirious Avatar
107 months ago
They managed to make the names of their retail stores thinner!
Score: 48 Votes (Like | Disagree)
soulreaver99 Avatar
107 months ago
Can't innovate anymore my ass! This is revolutionary!
Score: 46 Votes (Like | Disagree)
iClone Avatar
107 months ago
Next "aple"
Score: 33 Votes (Like | Disagree)
neilpatel2009 Avatar
107 months ago
Next they will drop the mac line.
Score: 33 Votes (Like | Disagree)
Fuchal Avatar
107 months ago
It'll always be the Apple Store to me.
Score: 20 Votes (Like | Disagree)
djcerla Avatar
107 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
Score: 19 Votes (Like | Disagree)