As reported by multiple outlets, Apple appears to be tweaking its branding for retail stores by removing the word ‘Store’ from the name (MacRumors, 9to5Mac). For example, the new San Fransisco location is just called “Apple Union Square”.

The change is starting with the newer Apple Stores. The Apple Union Square has always been named that and in the past few days, the company has been changing the names of other retail locations as well. For example, “Apple Store, Fifth Avenue,” is now just “Apple Fifth Avenue.”

Recently, Apple has sent out a memo to retail employees noting that the “Store” branding will be dropped from both retail and online. Employees were told that the change will start with new stores, however, most stores have removed the “Store” branding.

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