Apple renames its stores to just 'Apple' to put people's hearts in the right place

With places like Apple Union Square featuring activities like an outdoor plaza with musical performances and a video wall showcasing the art of aspiring artists, photographers, and musicians as part of year-round programs, events, and classes, the new branding is certainly more appropriate. It also won't make a world of difference to customers, who have been referring to Apple stores as simply 'Apple' for a long time.
source: MacRumors

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