Microsoft filed a motion on the 10th (http://ttabvue.uspto.gov/ttabvue/v?pno=91195582&pty=OPP) trying to prevent Apple from successfully creating a TM.
Microsoft leads the charge, whereas other phone companies are staying away from the debate (didn't want to upset the mighty Apple?)
Other companies use different names
I would think 'App' is very generic, but then again, I'm no lawyer. Your thoughts? Should Apple be permitted to register 'App Store' as a TM?