Generally, when a company is trying to change their brand, they change their name. This is especially true of Apple, which used to be “Apple Computer” before dropping the “Computer” part in 2007. And now the name-dropping will extend to the Apple Store, which is now just, no kidding, “Apple.”
The exact nomenclature Apple wants is “Apple” followed by the location, much like the luxury labels it aspires to be. So instead of the Apple Store, it would be, say, “Apple Boise” or “Apple Spokane.” We’re sure this won’t be remotely confusing to people, since those sound like corporate offices instead of a place where you can pick up an iPad case.
Beyond just shaking things up, Apple’s trying to push its retail locations as destinations to travel to. Apple’s flagship stores have giant screens, greenery, showy architectural design, and other features that encourage people to come in, hang out, and look at Apple’s various products and accessories. Although, really, if Apple wanted to ensure people show up and never leave, they should just take a cue from fellow retailer Starbucks: Make the WiFi free, sell cheap coffee at Apple Louvre prices, and they’ll be lucky if they can even get rid of people at the end of the day.
(Via The Verge)