Quote:
Originally Posted by
CEOstevie 
And what if you are naming a store that happens to sell apps?
And what if your naming a store that happens to sell products made by Apple?
crux of the matter is that you want a name for your business that is unique. If you want to name your store "The Shoe Store" or "The Toy Store" or "The (whatever product you're selling) Store" you can. The problem is that if you're selling a product that's been around for a long time, there are already hundreds if not thousands of stores that are already using that product name in their store name. Therefore it will not be unique. Your store name will get lost whenever some say "I'm going to "The Toy Store". Or I bought this at "The Shoe Store". Plus all those other stores that are using the product name in their store name can protest because it might confuse the consumers.
However, if you are the first or one of the best known of a few stores to sell the product your selling, then being the first to naming it "The (whatever you call it) Store" has it's benefits. Now when some say I bought this at "The (Whatever) Store" everyone will assume they bought it from you.
When you're naming a product, being too generic will prevent you from getting the trademark. However, when naming your business, it's the businesses that already exist that will most likely prevent you from getting the trademark. Specially if there's any chance of the consumers confusing your business name with theirs.
Apple Records did not sue Apple Computer because "Apple" was too generic. They sued because there was a chance that consumers might confuse the two businesses because of their similar name. If Microsoft or any other company already had a trademarked name that used the term "app", then they would have a strong case that might prevent the trademark of "The App Store". But just because they think the word "app" is too generic will not stop the trademark when it's part of a business name.
Did anyone sued to stop "The Apple Store" from getting trademarked? "Apple" is a generic word if you never heard of "Apple, Inc". There might be confused consumers out there that think they can buy apples at "The Apple Store".