Every time that the company requires to expand their existing services they are legally bound to update their Apple Logo Trademark accordingly to represent the stated changes. The worldwide class in which they file the trademark under is where the public also gets to view what is going to be coming to the market, which necessitates a legal update.
The Apple logo temporarily placed on the roof of the new Chicago outlet made it look like a huge MacBook Air. It is not clear if the logo is going to be a part of this $26.9 million glass building permanently as no spokesperson has confirmed the news yet. This will be however, a refreshing twist to the uniform Apple store building designs.