In an attempt to rebrand, Apple (ticker: AAPL) is shifting away from calling its retail locations Apple Stores, now only “Apple” plus the store’s location, The Verge reports.
This week, Apple launched its 10th location in New York City and named it Apple World Trade Center, evidently dropping “Store” from its name.
The Verge notes that the company is on a mission to rebrand its retail stores, becoming a destination beyond purchasing an Apple product, starting out with its Apple Union Square location. This new set of stores include large video screens and “lush greenery,” reports The Verge, in addition to some stores offering consumers a place to relax and spend time in lieu of the typical Genius Bar framework.
This “boutique feel” The Verge points out is one becoming more common across the retail industry. Retailers are vying for consumers in both physical stores in addition to ramping up e-commerce efforts.
MacRumors reports Apple let its retail employees in on the steady rebrand via a memo that “Store” will disappear from both online and in retail stores. The change has happened already on individual Apple store websites, reports The Verge.
Apple’s stock is up about 3.8 percent on the year. All eyes will be on the tech juggernaut for its hotly-anticipated fall presentation next month.
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Apple (AAPL) Store to Become Only ‘Apple,’ Reports Say originally appeared on usnews.com
