Apple has filed a second amended complaint in its trademark lawsuit to stop Amazon from using “Appstore.” According to Apple’s complaint:

“Apple has extensively advertised, marketed and promoted the APP STORE service and the APP STORE mark, spending millions of dollars on print, television, and internet advertising. News outlets have also commented extensively and repeatedly on the operations of the APP STORE service in the months and years following its launch. The enormous public attention given the APP STORE service, and the success of the service, have cemented the public’s identification of APP STORE as a trademark for Apple’s service.”

Amazon says “Appstore” is a generic term (for a store that sells apps) and does not qualify for trademark protection.