Apple is phasing out the AppleCentre brand in Australia, and is asking partners to re-apply for their certifications. AppleCentre partners have until January 31st of 2007 to create their own branding and remove all references to AppleCentre, according to iTnews. The move to rebrand comes alongside the recently-announced "Apple Premium Reseller Program," which will offer marketing incentives as well as training to participants. Apple hopes the rebranding effort will improve the customer experience, and promised not to short-change reseller partners as part of the effort. Apple said it will authorize accreditation to partners that fail to meet the criteria or decide not to apply for Apple Premium Reseller certification.