Amazon Calls "App Store" Trademark "Unprotectable" Inc., responding to a trademark lawsuit by Apple Inc. over its use of the words “App Store,” said the term is generic and denied that the iPhone maker has exclusive rights to the phrase. Amazon, the world’s largest online retailer, said it isn’t required to obtain a license or authorization to use “App Store” because the term is “unprotectable” and won’t be confused or unfairly compete with Apple’s App Store service, according to a filing in federal court in Oakland, California.