Apple dropped the word “store” from webpages for retail stores. apple.com/retail/paloalto/, for example, says “Apple Palo Alto” instead of “Apple Store Palo Alto.”

What a story! Or, I mean, big fucking whoop.

Back in 2001 I remember answering the phone at my store with “Thank you for calling Apple Fashion Valley”, never “Thank you for calling The Apple Store Fashion Valley”. I’m sure there was some policy on how to answer the phone but I doubt it included the word “store”. If it did everybody fucked up whenever the phone rang. At the time we were somewhat pre-occupied with people who thought they were calling the MAC makeup store.