Apple Inc. fuses its online store with Apple.com

Purchasing an item is now done by clicking the “Buy” button on each individual product page, which links to the same purchasing menus that were present in the online store.

On top of Apple’s website there used to be a directory that also read “Store” as one of the choices next to many product pages.

A company spokesperson said that Apple has redesigned its online retail store knowing the fact that its customers wish to explore, research, and make purchases from a single place.

Apple did not immediately respond to PCMag’s request for comment, but told TechCrunch that it has improved “several of the site’s features” to make shopping easier. Interestingly, the Watch page remains largely unchanged and still demonstrates and describes a range of the wearable device’s features. There is no longer a dedicated online store section to the website.

When users click on one of these tabs, the website opens sub-tabs that further take them to a more specific product. With direct links to available accessories for each product, Apple could see an increase in sales of accessories.

Apple changes the images and information on Apple.com every time a new product is announced, but rarely does the Cupertino, California, company pull off overhauls like Thursday’s.

The new Apple website includes a shopping bag icon at the top right that reminds you how many iGizmos you’ve got in your cart. An “Add to Bag” graphic has replaced the old “Buy” button in both cases. Apple.com is one of the biggest websites on the internet according to traffic rankings, its design is picked over meticulously by the most design-savvy web and mobile developers. Now, that’s all one experience.

Apple has chosen to get rid of the online shop entirely, so when users choose to search “www.store.apple.com” they will now be redirected to the homepage instead.