Apple’s fight to finally trademark their ‘Appstore’ name continues into it’s third year. Microsoft and other Apple detractors have argued in the past that the term ‘Appstore’ is simply too generic to be trademarked. Someone should have said something similar to Microsoft’s about their use of the word ‘Windows’. Nevertheless last month Apple filed a trademark dispute against Amazon over their use of the Appstore name. A quote from Computerworld on the latest developments of the case read as follows: “In a filing on Wednesday, Apple countered Amazon’s claim that “app store” is a generic label, and repeated its demand that the court issue a preliminary injunction barring Amazon from using the similar “appstore” to market its Android app download center. “Amazon mischaracterizes Apple’s tarnishment claim,” Apple said in the June 8 reply to an earlier Amazon filing. “Apple has not asserted that the Android operating system is inferior. Rather, Apple has asserted that Amazon’s service is inferior and will tarnish Apple’s mark.”

Apple have cited several examples of Apps in Amazon’s Appstore that bypass Android security measures and even ‘Malicious’ pirated Apps in the Android Market Place itself. The Cupertino giant believes that the existence of these unregulated and low quality Apps are having an effect on consumer perception of Apple’s own Appstore and they maintain that Amazon’s use of the term ‘Appstore’ is detrimental to Apple’s business by association. It appears Apple’s strategy to try and win this trademark war has evolved from being a simple dispute over a competitors use of a service name into a derision of Amazon and Google’s product quality. One wonders what they will come up with next if they are unsuccessful with this latest filing.

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