What do you do when your company has 66 billion dollars in revenue from last year? Invest in lots of hot startup companies and acquire more talented employees? No. You hire a highly-paid team of lawyers to file a pathetic motion for trademark denial to the U.S. Patent and Trademark Office.
That's exactly what the giant industry grandfather, Microsoft, has done. Apple has already trademarked the phrase, "There's an app for that." But Microsoft doesn't think that Apple should have the rights to also trademark the term "App Store."
Although it's unclear as to whether Microsoft will win this appeal, it seems that Apple would have a stronger case. After all, the App Store has practically become a household name...