Apple made a major change to its website on Thursday, integrating its online store with the main website. The company has done away with the standalone “store.apple.com” subdomain, and the “Store” tab has been removed from the top menu of the site.
In place of the “Store” tab, there is now a shopping bag icon in the upper right corner of the site. Clicking the icon displays any items a customer might have place in their shopping cart, favorites, past orders, and account information. Buying an item is initiated by clicking the “Buy” button available on each individual product page.
Other than the integration, Apple’s website design remains largely unchanged. Locating accessories is a bit more involved than previously, with the need to click on banners such as “Accessories for Apple Watch” and “Accessories for iPhone.”
An Apple spokesperson told TechCrunch that the change was done in an attempt to simplify the site, and to make shopping easier for customers.
“We redesigned Apple.com knowing that our customers want to explore, research and shop in one place,” said an Apple spokesperson in a statement. “The new Apple.com takes the very best of our existing site and our online store to give customers one simple destination to learn and buy without navigating between two different sites. We’ve also improved several of the site’s features to make shopping easier than ever for our customers.”