NEW YORK: US tech giant Apple is reportedly simplifying the branding of its retail chain by removing 'store' from Apple Store .
Apple, which launched its 10th location in New York City and named it Apple World Trade Center, dropped the word 'Store' from its name.
According to a Verge report, Apple has informed all its retail staff with confirmation that 'store' will disappear from both online and in retail stores.
The re-branding is already reflected on every website for Apple's various stores.
"Apple stores, with fancy headphone setups and avenue displays will now change on a seasonal basis to showcase different products," the report stated.
Apple was yet to comment on the report.
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