Apple Centres in Amsterdam forced to change name

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?

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TOPICS: Apple
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mac_house_amsterdam.jpgSince 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)

Topic: Apple

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2 comments
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  • You know, as a long-time

    Mac guy, I just gotta ask: "Has Apple lost their nut?" They certainly
    have been acting in a heavy-handed draconian manner over the
    last couple of years. I gotta say, I don't particularly like their two-
    faced approach to business and their loyal supporters. Even
    Microsoft now looks like a pussy cat by comparision. Just my 2?
    worth.
    999ad@...
  • tongue twister re the name change

    perhaps this rolls off the tongue more easily....reseller van de appelpremie?
    sanhodo