The Apple Store is dead, long live Apple!

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Apple sign
The "Apple Store" is no more.
Photo: Milo Kahney/Cult of Mac

The Apple Store is no longer called the Apple Store.

Apple has begun dropping “Store” from the name of its 479 retail locations worldwide, so they are now referred to simply as “Apple.”

The store pages on Apple’s website now refer to its locations using names like “Apple Union Square,” “Apple Fifth Avenue” and “Apple the Grove,” as opposed to the former “Apple Store, Union Square,” “Apple Store, Fifth Avenue” and “Apple Store, The Grove.”

Almost all of the retail store pages have been updatedand the change can also be reflected on other parts of Apple’s website. It’s not totally clear when Apple made the change, though archived pages from earlier this week show the older branding.

“Apple also recently sent out a memo to its retail employees, letting them know that the ‘Store’ branding is gradually being dropped from both retail locations and online,” reports MacRumorswhich first spotted the change.

While Apple told employees the change will be gradual and will start with new stores, pages for almost all stores have been updated to remove the “Store” titling.

It’s thought the new branding reflects Apple’s more recent efforts to make its stores more than just places to buy Apple gear. Many now host performances and events, and are now seen as communities for Apple fans.