Is “App Store” As Generic As Microsoft’s “Windows”?

As tech companies fight for ubiquity, it's no surprise that there should be disputes like this. Using common words for product names is always a risk, as is establishing generic traditions (like Apple's "i-" prefix) that are difficult to regulate. At stake today is Apple's trademark on "App Store," which as I'm sure our readers are aware, was established in 2008 as arguably the first real platform through which independent developers could offer mobile applications, games, and so on. They filed for the trademark at the same time. Since then, however, it has been contended by Microsoft in particular that Apple has no exclusive right to so generic a term, one which arguably could apply to any other mobile application store. It's as if Kleenex trademarked "tissue" as well. Apple just turned the argument around , however, noting that Microsoft itself is maintaining a plainly generic term for its most prominent product: Windows. Is it a fair comparison?