back to article Apple kills its Stores

The Apple Store is no more. The Cupertino consumer tech giant has quietly rebranded all of its US retail locations. They are now to be known simple as "Apple" rather than the old (and sensible) Apple Store moniker. Under the rebranding, shops that had previously been called "Apple Store" will now just be "Apple" followed by …

  1. Anonymous Coward
    Anonymous Coward

    If they are opening more stores this quiet suburb looks like a nice place ...

    1. Dead Parrot

      Not the one a couple of miles west, though. That would be asking for trouble.

      1. Shades

        Or the one a mile or so east.

    2. quxinot

      Clicked the link.

      Disappointed it wasn't closer to Pripyat.

  2. allthecoolshortnamesweretaken

    Wow, now this will boost sales again and make the shareholders happy.

  3. Anonymous Coward
    Anonymous Coward

    There are some mental logic behind this decision. Waiting to see if it works as they expect it to.

  4. Anonymous Coward
    Anonymous Coward

    No doubt they are about to tighten control of the 'A' word and start to sue anyone selling fruit of the same name.

    1. Danny 14 Silver badge

      Then again it opens up the store moniker for people selling fruit? Afterall they have relinquished the store part.

  5. Youngdog

    It's probably to remove confusion with App Store

    1. Richard Boyce

      Not convinced. Wouldn't it be easier and cheaper to rename the App Store?

      Another possibility is that someone thought the word "store" was too downmarket.

      1. Solmyr ibn Wali Barad

        "someone thought the word "store" was too downmarket."

        Yep, far too mundane. Buying and selling goods? Bah. We're ascended beyond that. We're offering immaterial substances like lifestyle, experience, sense of belonging, a way forward.

        Emporium is already used. Hallowed Halls of Apple...sounds good, but too long. What to do, what to do?

        1. Gray

          Pit. Apple Pit.

    2. Martin Summers Silver badge

      "It's probably to remove confusion with App Store"

      Yeah I hate it when I try to walk into my phone then realise the app store is not a physical store. Long overdue!

  6. Dwarf Silver badge

    Copying not innovating

    You mean a bit like Tesco's, B&Q and the pound shop all do ?

    Hardly leading edge is it ?

    1. Shades

      Re: Copying not innovating

      "You mean a bit like Tesco's, B&Q and the pound shop all every company thats ever operated multiple sites (not just stores) with the same name do ?


  7. Fruit and Nutcase Silver badge


    They could have done what Prince did and rebranded to use just the Apple Logo.

    "The store formerly known as Apple Store"

  8. Oengus Silver badge

    Core business

    Or they could make it their core business and rebrand as Apple Core.

  9. Anonymous Coward
    Anonymous Coward

    Can't find a town called Core or Corp or Corps but have fun with these

    Apple Mango?

    1. Richocet

      Apple Cockup (Cumbria England)

      Apple Earth (Texas)

      Apple Idiotville (Oregon)

      Apple Jam (Iran)

      Apple Miass (Russia)

      Apple Pray (Italy)

      Apple Smug (Poland)

      Apple Wall (South Dakota)

      Apple Why (Arizona)

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