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 MacRumors 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.