In regard to Microsoft's current aggressive approach in attempting to take the 'App Store' trademark away from Apple, I've noticed a few Apple fans commenting on the issue as it being unimportant and not seemingly appreciating the reasons why Microsoft are putting such focus, and resources toward being so aggressive about this. (The latest article on the MR front page, which reports of a new attack by Microsoft, seems to have many more positive votes by readers than it has negative votes.) So I'm going to air a point for why I believe it could turn out dangerous if Apple loses that trademark. It's possible I'm reading into this too much, and I could very well be wrong, so please put forward any counter-arguments to this if you see any flawed reasoning. Currently, what is the biggest selling point for Apple's iOS devices? Ease of use coupled with an intuitive UI is a big one, but competitors are catching up and Apple can't remain dramatically distinctive in this area forever. Design is also a great selling point, but it's not why we buy Apple products, is it? Same with specsyou can create a phone or a tablet that exceeds the iPhone or iPad technically, but that doesn't make a lick of difference for the success or failure of a product. No, there is still one major asset and advantage Apple have over the competition; A major reason people buy an iPhone over a any other phone, and the primary reason why customers are buying iPads: the range, sheer amount, and quality of software available for these devices, known and marketed as: the App Store. Both Apple and Microsoft recognize that consumers know that the App Store only exists on Apple products. Customers realize that competing products have their own "Samsung stores", "App worlds" and "Google marketplaces", etc., and most will also understand the inferiority to Apple's 'App Store', and rightly so; we know Apple's range of apps is far better than the competition. However, if Microsoft succeed in having 'App Store' judged a generic term, this would leave Microsoft, Android, HP, Blackberry, and all other competitors free to all have, and market, an app and market named 'App Store' and how exactly would that look to the average consumer comparing phones or tablets? This is not an argument for whether or not 'App Store' is a trademark-able phrase, because I don't know. Rather, this is me trying to show why Microsoft are seemingly being so aggressive in targeting this, and why Apple fans should not dismiss it as an irrelevant story so quickly.