Apple Drops “Store” From Apple Store Branding

Juli Clover for MacRumors:

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.”

Reads like an article from The Onion.

I see what they’re probably trying to do (“Hey, meet me at Apple.”), but even so, almost everyone knows what Apple Stores are, and identify them by that moniker. Maybe if they changed the name ten years ago this would work, but it’s probably too late now to create that dissociation.

On top of that, I think there’s a lot less upside to this than Apple would like to believe. The only possible advantage I could think of is some degree of refinement of their brand, but even that’s really pushing it.

Also, how will they refer to their stores now in a press release or keynote, where the name “Apple” will be mentioned under different contexts? Even simply referring to them as “stores” – common noun – might lead people to believe it’s okay to call them “Apple Stores” again.

Source: MacRumors