Apple is once again protecting its trademark turf, this time with a suit against Amazon that takes aim at the web retail giant's use of the term "App Store".
The suit, which was filed last week and first reported by Bloomberg, goes after Amazon's use of the "App Store" name. Apple filed a trademark for the name following the release of the first iPhone.
The suit seeks to prevent Amazon from using the phrase on its site or in any marketing materials, according to Bloomberg. Apple is also seeking damages.
Amazon spokesperson Mary Osako said the company had no comment. In a phone call with ZDNet Australia's sister site CNET, Apple spokesperson Kristin Huguet said that the move was to keep people from getting confused.
"We've asked Amazon not to copy the app store name, because it will confuse and mislead customers," Huguet said.
Amazon first announced plans to enter the world of mobile-application publishing in September, unveiling a US$99 developer program and an upcoming storefront called the "Appstore" that will sell Android applications outside of Google's own Marketplace application. As part of that process, Amazon gets either 70 per cent of the sale price, or 20 per cent of the list price (depending on what's higher).
While Apple plays in offence against Amazon, it's been playing in defence against Microsoft over the same trademark. In January, Microsoft filed a motion against the trademark application, saying that it was too generic.