Apparently, it’s not okay to call the “Apple Store” the “Apple store”.
Advertisement
The Cupertino firm has always referred to the latter as Apple Union Square, and has rebranded all its other stores to match this naming convention in the past few days. The newest location inside Oculus, the mall at the World Trade Center Hub in New York City, was unveiled with the name “Apple World Trade Center”. The store’s new address will be 227 Nichols Road. The store remains located at 147 Buchanan Street.
It’s still the Apple Store to me.
United States tech giant Apple is reportedly simplifying the branding of its retail chain by removing “store” from Apple Store. 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”. This is a gradual change that will take place over time, however it looks like the first location you can see the rebranding is right on Apple’s own website where every former Apple Store location is now listed as “Apple [location]”.
In a memo sent out to its retail employees, Apple confirmed that “Store” branding would gradually disappear from both retail and online outlets.
The absolutely groundbreaking change is apparently part of an attempt to make them sound less like places where you buy things, and more like community gathering areas (where you also buy things).
Advertisement
Apple’s stock is up about 3.8 percent on the year.
