Apple accuses Amazon of false advertising in ongoing pursuit of 'App Store' trademark

By: Mikey Campbell

Apple continues to fight for the "App Store" trademark, accusing Amazon of false advertisement in an amended filing against the company's use of the term in a recent promotion for the Kindle Fire tablet.

Apple filed the revised claim on Wednesday in response to Amazon's use of the term when marketing the Kindle Fire in September, hoping to bolster its position in winning the "App Store" trademark, reports

The iPhone maker claims that it has the only true App Store and that Amazon's use of the term could lead customers to believe that the companies have affiliated software marketplaces. The filing goes on to say that Amazon's ad was false or misleading, and could have caused confusion for customers.

"For example, consumer of mobile software downloads are likely to be confused as to whether Amazon's mobile software download service is sponsored or approved by Apple or is merely a conduit for Apple's APP STORE service."

Amazon's Kindle Fire web page has been updated since its Sep. debut and no longer includes mention of the Amazon App Store.

Apple originally filed the complaint in March when Amazon used the phrase "Appstore for Android" when promoting its marketplace for software designed to run on Google's smartphone platform. Since then the Internet sales giant has used the term in various advertisements and Amazon related services.