This might take a while to get used to, but Apple has decided to formally bid farewell to its “Apple Store” and welcome just “Apple” as the official moniker of its retail outlets. Well, the stores are not just going by Apple from now on. Instead, they will include the name of the area of the establishment they are located henceforth.

Apple’s decision to drop the word “Store” from the name of its retail shops is said to be part of the Cupertino company’s move to rebrand. MacRumors reported that it is very likely that Apple is trying to position its shops as not just retail outlets, but more of a venue for gathering and entertainment. 

Apple reportedly began to implement the move to rename its stores after the Apple Union Square was built. This San Francisco outlet has always been without the word “Store” as part of its name. And interestingly, Apple Union Square is more than just the typical retail outlet of Apple’s smartphones, tablets and whatnot. It actually has an outdoor plaza where acoustic artists perform. It also features a 6K video wall with seating which the company refers to as The Forum.

At Apple Union Square, consumers do not just visit to check out the products of Apple; they also spend quality time there by engaging in activities, events and classes that happen the entire year through. Musicians, artists and photographers are even invited to the year-round programs to share their knowledge on their fields to customers.

With this, Apple is likely to expand its stores in terms of size and functionality and turn them all into entertainment centers. However, the Cupertino company’s decision to rename its outlets is also bound to affect its online stores, with Apple Insider reporting that the change will take place gradually.

So far most of the Apple online stores have been rebranded, while only a couple of physical stores have changed their names, including Apple Soho, Apple Ridge Hill and Apple Fifth Avenue, among others. 

Apple reportedly broke the news to its employees first through a memo that told them about the rebranding of the company, The Next Web has learned. 

The news comes ahead of Apple's September event, which is expected to be the venue of the new iPhone 7 and iPhone 7 Plus' debut.