“Apple’s decision to drop the word ‘Store’ from the name of its retail shops is said to be part of the Cupertino company’s move to rebrand,” Corazon Victorino writes for International Business Times. “MacRumors reported that it is very likely that Apple is trying to position its shops as not just retail outlets, but more of a venue for gathering and entertainment. ”

“Apple reportedly began to implement the move to rename its stores after the Apple Union Square was built,” Victorino writes. “This San Francisco outlet has always been without the word ‘Store’ as part of its name. And interestingly, Apple Union Square is more than just the typical retail outlet of Apple’s smartphones, tablets and whatnot. It actually has an outdoor plaza where acoustic artists perform. It also features a 6K video wall with seating which the company refers to as The Forum.”

“At Apple Union Square, consumers do not just visit to check out the products of Apple; they also spend quality time there by engaging in activities, events and classes that happen the entire year through,” Victorino writes. “Musicians, artists and photographers are even invited to the year-round programs to share their knowledge on their fields to customers.”

Read more in the full article here.

MacDailyNews Take: It’s a destination, not a “store.”

Apple drops ‘store’ from Apple store branding – August 18, 2016