After our discussion on Apple and Amazon in class, I was curious to see how to case would unfold. About two weeks ago, this article came out explaining Amazon’s approach to it, which offers some insightful information on the battle of the app stores.
Since 2008, Apple has been trying to get “app store” trademarked and was only able to succeed in 2010. Microsoft then filed an objection in July 2010 on the grounds that the term was too generic and the trademark should be denied. Apple filed a suit last month against Amazon, stating that their Android App store was a clear infringement of Apple’s trademark. Apple claimed that Amazon’s store would cause confusion to consumers and that Amazon was using the term improperly.
In Amazon’s response, the company acknowledges that it never received authorization from Apple to begin using the term, but claimed that authorization from Apple isn’t necessary because the term is generic. The company denies that it violated Apple’s trademarks or that it’s goal was to confuse Apple’s customers. Amazon also pointed out Steve Jobs’ comments during a conference when he appeared to use the term “app store” in a generic way. The full quote was this:
“So there will be at least four app stores on Android, which customers must search among to find the app they want and developers will need to work with to distribute their apps and get paid. This is going to be a mess for both users and developers. Contrast this with Apple’s integrated App Store, which offers users the easiest-to-use largest app store in the world, preloaded on every iPhone.“
Amazon claimed the line is bold was a clear use of the term “app store” in a generic sense. Amazon filed its response to Apple two weeks ago, asking the judge to toss the suit because Amazon is using the term lawfully and is not violating Apple’s copyright.
It would be interesting to see this case go to court. Would Apple’s power and monopolistic ways beat out Amazon, or will Apple’s control of “app store” be taken away? I personally think the term is too generic to trademark; it would be like Whole Foods trade marking the term “grocery store”. What do you think? Will Apple continue to reign supreme or will Amazon be able to use the term “app store” as well?
“These claims are all about competing companies wanting to get a piece of the [smartphone revenue] pie, although I do see some of the claims that are eye-opening, to say the least,” remarked Mitchell Stein, an intellectual property litigator at Silver Freedman in Los Angeles.

