Apple is suing Amazon in a bid to end the online sell hulk from using the name Appstore.
The California-based firm, that creates iPhones and iPads, claims that the name is intentionally identical to its own App Store.
"It will upset and cheat customers," mentioned Apple mouthpiece Kristin Huguet.
Amazon's Appstore will offer downloadable applications for Google's Android working system.
The legal case states: "Amazon has started improperly using Apple's App Store spot in connection with Amazon's mobile program developer program.
"Consumers of mobile program downloads are expected to be befuddled as to either Amazon's mobile program download service is sponsored or granted by Apple."
The firm mentioned that it had contacted Amazon 3 times to urge it end using the name. Amazon has so far declined to comment.
Apple is looking to heading the App Store name in the United States, a preference which, according to justice papers, is still being deliberate by a heading hearing and appeals board.
Microsoft, that is moreover looking to pierce in to the app marketplace with its new line of Windows mobiles, has asked officials to inhibit the heading attempt.
"An app store is an app store," Russell Pangborn, Microsoft's friend broad give advice mentioned in January.
"Like shoe store or fondle store, it is a generic tenure that is ordinarily used by companies, governments and people that offer apps," he continued.
Amazon's Appstore has been accepting submissions given the commencement of the year, rising a dedicated blog to help developers .
Like Apple, Amazon will curate the apps on special discount and will hope that its devoted brand will give it an corner as the marketplace for mobile applications widens.
For developers, access to Amazon's tens of millions of customers worldwide offers the promising for outrageous revenues.
Google already offers its own store - Android Market - with over 200,000 applications existing to download, but submissions to Amazon's store will be standards-checked previous to being added.
The store, that launches in the US today, will offer disdainful applications such as Angry Birds Rio, the follow-up to the multi-million selling Angry Birds.
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