But one of those iconic brands is "changing its moniker" after some 133 years to get with the times and ride the wave of the coffee resurgence in America. Why Is Maxwell House Changing Its Name? Did they just say Maxwell House is going to become Maxwell Apartment? Cup of Coffee Photo by Bryan Thomas/Getty Images loading...Why Is Maxwell House Becoming Maxwell Apartment? I have to admit, this isn't as good as K-Mart's "Shipped My Pants," but at least the folks at Maxwell House Apartment are making an effort to capture your attention.