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Apple is simplifying the branding of its retail chain by completely getting rid of the "Store" part of Apple Store. From now on, the company's stores will simply go by "Apple" followed by the location of that specific store. For example, only a couple days ago, Apple opened the doors to Apple World Trade Center — not Apple Store, World Trade Center — inside the stunning Oculus / Westfield Mall in lower Manhattan. This is the 10th Apple store in New York City alone. One thing that's not changing: the employees still welcome in the first shoppers with thunderous applause and hand them free t-shirts marking the store's opening.