Apple Stores are now just Apple stores

Take special notice of the capitalization. Apple Stores will no longer be called Apple Stores. Instead, these “community hubs” will simply go by Apple *insert store’s location*. For example, the newly opened Apple store in World Trade Center is now just Apple World Trade Center. The tech company is looking to reframe the idea of its stores just being a place to purchase Apple products and accessories. There will be things like 6K video screens, greenery, and even the dismantling of Genius Bar setups in some stores to put in more seats. This change is spearheaded by Apple’s Senior VP for retail Angela Ahrendts. She was quoted saying at the unveiling of Apple Union Square, “The store becomes one with the community.”

Some of the other changes you can expect in Apple’s stores will include a more boutique feel to them with seasonal displays that will showcase various products. This time, they’re showing off iPhone photography accessory. It goes to show Apple is looking to sell you a lifestyle instead of just products.

Source: The Verge