Two filings published by the European Trademark Office last week suggest the battle for the term "App Store" will expand to new product categories and new turf. Patently Apple reports that the first request from Apple, filed on March 30, expands the use of the term "App Store" from four international classes to ten. The second application, filed on March 31, covers the App Store graphic (much like the image pictured here).
Apple submitted its trademark applications in Europe as Microsoft filed its second objection to Apple's registration for the term "App Store" with the United States Patent and Trademark Office (USPTO). Apple also recently filed a lawsuit against retail giant Amazon for naming its new mobile software marketplace "Appstore." Microsoft, Amazon and other software makers may now face similar challenges using the words "App Store" in European markets.
Aside from renewing its duels with Microsoft and Amazon on a new continent, Apple's latest filings in Europe expand the "App Store" trademark into six new product categories, like games, electronic publications, educational products and hardware. Notably, one of the new product classes -- International Class 36 for those keeping score -- refers to financial affairs, credit card services, debit card services, home banking and various methods for conducting electronic transactions. Patently Apple observes this class of products goes beyond typical online transactions for buying apps and music. Could Apple's attempt to expand its "App Store" trademark into financial products hint at new electronic wallet services tied to its mobile devices?
Both of Apple's new trademark applications for the term "App Store" and the associated graphic are currently marked as "under examination" by the European Trademark Office.