This is real simple.
Apple sought a TM for App Store and was awarded one. Henceforth, if they want to keep the TM, the are REQUIRED to seek to protect it, including suing when necessary.
The most basic example of this is when you go to a restaurant and order a Coke, if the restaurant serves Pepsi, they are not permitted to simply serve you a Pepsi without informing you that it's Pepsi (or "not Coke"). Coke sends people to investigate whether this is being done to ensure that their TM is not DILUTED. It's their obligation. Many holders of TM have lost this right by not protecting their TM.
When someone infringes in a glaring manner, Coke sues in court.
It's possible, that a court will rule that Apple's TM is generic and therefore not enforceable, but that is for a court to decide ... and not the "court of public opinion."
If you disagree with Apple's right to defend its TM, call your legislator and tell them you don't like the law as it's currently written. You'll probably get a form letter in response.
PS - and I remember specifically having to explain to my mother what an "App" was after she had seen and heard the term many times on TV. This was about 3 months after the release of The App Store.
PPS - up until the last few years, I was a PC-only user (bought first MBP in late 2009) - I'd NEVER used the term App or Application when referring to the PROGRAMS I was running on my Windows-based PC. I am 39 years old, btw, and have been using personal computers regularly since 1994 (on a limited basis back to 1986 - the old TRS80)
