Why Apple dumped the ‘store’ moniker from its retail locations

“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


  1. Because it’s easy.

    Making a good looking box with slots, a gaming Mac, a home server, creating a Mac that’s capable of VR/AR, updating Macs that haven’t been touched in 4 years is really, really hard apparently.

    1. Innovation my arse!

      This defies COMMON SENSE!!!

      You walk into a room to buy Apple products.


      Get your sanctimonious arse out of your head, Apple.

      Emojis meant to support Second Amendment freedoms. 🔫🇺🇸🔫🇺🇸🔫

  2. This was done to save money. The next big thing in naming will be just the “A”. Then of course nothing at all, that is even better marketing. Let the consumer call you whatever they want. ‘What’s in a name? …’

  3. The store in my city hasn’t changed one bit since before the iPhone was introduced. They have to have a cop outside limiting the number of people who can enter (after they were reported to the fire marshall for overcrowding). The experience is very much like a mosh pit, so there’s that.

  4. An overdue change.

    People shop at Gap or Neiman-Marcus or Target or Best Buy. They don’t add “store” to the company name.

    Sounds better, anyway, “I went to Apple yesterday.”

    And in a few years, people will visit Apple to see the display model of the new Apple car.

    But none of this will make me visit Apple-just-Apple if they can’t upgrade the Mac line.

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