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Apple drops Apple Store branding

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Apple Store Beijing

In what might prove to be a more innovative move than anything we're likely to see with the iPhone 7, Apple has dropped the 'Store' from its Apple Store branding.

The company's online pages for all former Apple Stores now simply refer to places such as 'Apple Regent Street' or in the case of San Francisco's relatively new outlet, 'Apple Union Square'.

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.

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Apple Store

As MacRumours points out, an archived page for the Fifth Avenue Apple Store seems to show the shop itself still had the old 'Store' branding as recently as August 12.

The site also notes that a memo was previously sent out to Apple retail staff to inform them of the change to both brick and mortar stores and online stores.

Apple's latest branding move seems to point to an effort to convince customers that the shops are much more than just retail locations.

The San Francisco outlet features an outdoor plaza called The Forum, which includes seating and a 6K video wall and hosts numerous events throughout the year.

That doesn't mean all stores will be getting upgraded with such facilities of course, but it could hint at some sort of future upgrades to make Apple retail outlets into more interesting locations.

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