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Apple kills its Stores

By Shaun Nichols, 19 Aug 2016

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 the location. For example, the "Apple Store Stonestown" in San Francisco is now simply "Apple Stonestown".

The move, which was reported by MacRumors after it saw an employee memo, has already begun rolling out.

No word on whether this policy will extend to other parts of the company. CEO Apple Cook and design head Sir Apple Jony did not comment on the matter. ®

The Register - Independent news and views for the tech community. Part of Situation Publishing