Why is Apple dropping ‘Store’ from the name of its stores?
The Apple Store is no more. Recent store openings have seen Apple drop “Store” from the name as part of a subtle branding effort.
According to MacRumors, Apple sent a memo to retail personnel to let them know that it was dropping store from name of its stores. Now, stores are identified at their entrances as Apple with the name of the location such as Apple Union Square. The tech giant had previously removed store from its online site.
The name change may have to do with Apple’s recent moves to try and turn locations into more of a community hub incorporating more plants and places to sit for visitors and customers.
Apple’s newest generation stores developed under Angela Ahrdents include more wood and floor to ceiling screens that show product videos. An area within stores known as “The Avenue” includes items such as Beats headphones, speakers, Apple Watches and other accessories in displays that change seasonally. The Verge described it as Apple attempting to give its retail business more of a boutique feel.
- Apple Drops ‘Store’ From Apple Store Branding – MacRumors
- The Apple Store is now just called Apple – The Verge
- Apple owns next-generation stores – RetailWire
DISCUSSION QUESTIONS: Do you understand why Apple dropped Store from its retail banner’s name? What do you think it is hoping to accomplish with the change? Will it be successful?