When you mouse over your name in Google's navigation bar, there's a tooltip that says: "Looking for Google+? Click the Google Apps icon to the right."
Mouse over the grid icon and there's a new tooltip: "Google Apps".
This used to be called Google App Launcher, since it was similar to Chrome's App Launcher. Google's help center articles still use this name: "To switch between Google products, click the App launcher icon and select the one you'd like to use."
Google Apps is the name of a suite of productivity tools for business, education, nonprofit organizations and more, so it's a bit confusing to use the same name for the launcher feature.
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