Today, Microsoft announced its relaunch of its Windows Phone app developer service, with the new Windows Phone Dev Center branding. As it turns out, that may not be the only branding change for the Windows Phone division.
As first pointed out by WMPoweruser.com, the Windows Phone Dev Center's main web page has a link that shows how to submit a Windows Phone app for publishing in the "Windows Phone Store". If this is not a mistake on Microsoft's part, this means that the company has also renamed the Windows Phone downloadable app store front. Until today, it has been referred to as the Windows Phone Marketplace. So far Microsoft has yet to comment on this apparent name change.
This would not be an unexpected move by Microsoft. It's possible that the company wants to have a common name for all of its downloadable store fronts. Windows 8 has the Windows Store for "Metro" style apps and Microsoft recently launched the Office Store for people to download third party apps for the Office 2013 suite of software.
In any case, Microsoft seems to be leaning towards using the term "Store" for all of its app download services.