PShimi

Most suits come across as frivolous money grabs regarding patents. I can't stand it - patent reform is so needed - I really think if a company gets a patent they have to actually use it to keep it, and if they do not use it (even if they are licensing it) the patent should expire after a set period of time. Most patents seem to lock things up, rather than protect innovation. We could be a lot further a long technology wise if people focused on moving forwards.
As for this suit, it seems like a company actually wants to maintain and keep the name of their application - they don't want Apple to turn around and tell them they can't use the name for their app (changing an app name would require remarketing, etc). It's the principle. As for whether it's truly valid, that's for the courts to decide.
As for comments on what MOJI means, well it comes from Japanese 文字 which reads as 'MOJI' and means 'character'. EMOJI does not mean 'electronic' character, but rather 'emotion' character. They have been used on mobile phones here for decades, when messages had to be kept short, they made it easy to express things more quickly and easily. When I first heard MEMOJI I thought of it as motion - emotion - character, since I first saw them being used in messages to send short video messages in the Apple demo.
Social Tech is right to care about this, but they really bungled it taking so long to actually use the TM. As for Apple - a bit of a shady move  removing then re-adding the their 'registered' (but not actually registered - say what?) trademark.