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Apple’s attack on Amazon.com and its use of the phrase “appstore” continues.

The Cupertino, California maker of the iPad and iPhone said in court documents filed this week that the ongoing use of the term “appstore” — including its association with the recently released Kindle Fire and other products — has “irreparably harmed” Apple.

Apple filed the updated complaint on November 16th, just a few days after Amazon released the Kindle Fire. The Fire, which sells for $199, is a lower-priced option to Apple’s hugely successful iPad and PaidContent.org suggests that the battle over the words “app store” might be one strategy to retain market share.

Apple sued Amazon over the term in March, just as the Seattle online retailer opened a new mobile app store for Android. In follow up legal documents, Apple made the claim that Amazon’s “inferior service” would confuse and tain Apple’s brand with consumers.

Apple — which launched its “app store” in July 2008 — has applied to register the “app store” trademark with the U.S. Patent and Trademark Office. Microsoft has opposed the application.

App store 2nd Amended complaint

Previously on GeekWire: Amazon vs. Apple: Emergence of the next great tech rivalry?

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