Daniel Jalkut, on Apple’s decision to drop the word “Store” from their retail branding, in comparison to other retail stores like Tiffany and Gucci:
The difference between these brands and Apple is that Apple’s identity has long been independent from the notion of a store. Calling it the “Apple Store” was not only important because the stores were a novelty, but because Apple is a brand that transcends retail.
I suppose this is the biggest problem with Apple dropping the word “store” — it devalues the Apple brand. It doesn’t matter how high-end their retail presence is, no brick-and-mortar store could ever be as prestigious as Apple itself. And the retail branding should reflect this. The store is just a small part of the bigger whole not the entire focus of the company.