I haven't been following too closely the ongoing trademark fights concerning whether or not Apple can trademark the rather descriptive and generic term "app store," but I do find it interesting that the company has brought on a "linguist" to declare that "App Store" is really the "proper noun" of "Apple's online store."
Microsoft, in fighting this trademark, has noted that app store is totally generic... and even pointed out that Steve Jobs himself has used the phrase when talking about app stores from Amazon, Google and others (oops!). Amusingly, though, Apple then mocks Microsoft by pointing out that the company shouldn't be pointing fingers on attempts to trademark generic terms:
"Having itself faced a decades-long generic challenge to its claimed Windows mark, Microsoft should be well aware that the focus in evaluating the mark is on the mark as a whole and requires a fact-intensive assessment of the primary significance of the term to a substantial majority of the relevant public."
Of course, it's easy to mock both Apple and Microsoft here. In the end, this whole thing is silly. Stop fighting over trademarks on silly things, and focus on actually competing in the marketplace.