Apple Centres in Amsterdam forced to change name

Summary:Last week all 18 Apple Centres in Amsterdam were notified that they have to change their names to 'Apple Premium Reseller' for legal reasons. Doesn't exactly roll off the tongue, does it?

mac_house_amsterdam.jpg
Since last year the Netherlands has been infested with Apple Centres. About 18 Apple retail shops have opened with a layout similar to the Apple Stores all over the U.S. They are located mostly in the big cities, with Amsterdam and Rotterdam having three or four stores. Utrecht even has two within spitting distance of each other. Apple Netherlands has always supported the shops.

Last week all 18 Centres were notified that they have to change their names to 'Apple Premium Reseller' for legal reasons. Doesn't exactly roll off the tongue, does it?

Speculation is running rampant that this could mean that Apple is planning to open official retail stores on the European continent. Centre owners are not pleased at the prospect of having to change all their signage, billboards and stationary and the name on the front of the shop.

In related news, a popular magazine in The Netherlands, iPodFan, got a nastygram from Apple legal stating that they have to change their name or stop publishing. The funny thing is that the publisher reportedly asked for and received permission to use the name before using it.

(Picture courtesy: IFOAppleStore.com)

Topics: Apple

About

Jason D. O'Grady developed an affinity for Apple computers after using the original Lisa, and this affinity turned into a bona-fide obsession when he got the original 128 KB Macintosh in 1984. He started writing one of the first Web sites about Apple (O'Grady's PowerPage) in 1995 and is considered to be one of the fathers of blogging.... Full Bio

zdnet_core.socialButton.googleLabel Contact Disclosure

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Related Stories

The best of ZDNet, delivered

You have been successfully signed up. To sign up for more newsletters or to manage your account, visit the Newsletter Subscription Center.
Subscription failed.