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Apple Files Lawsuit Against Amazon Over Kindle Fire Advertising

Amazon's Kindle Fire is not only attracting customers, but also some trouble from Apple. Apple already filed a suit against Amazon over the use of the phrase "App Store." On Wednesday, Apple expanded the suit by adding another claim that focuses on "false advertising" related to the online retail giants latest tablet.

Apple filed an amended complaint in the U.S. District Court for Northern California. This new complaint alleges that since September when Amazon launched their tablet, the company changed their "Amazon Appstore for Android" moniker to "de-emphasize" the phrase "for Android" in ads for the device.

The new complaint includes screenshots of Amazon's website and reads "Amazon's use is also likely to lessen the goodwill associated with Apple's App Store service and Apple products designed to utilize Apple's App Store service by associating Apple's App Store service with the inferior qualities of Amazon's service," as reported (opens in new tab) by CNET.

Amazon's Android based Kindle Fire, recently made its way to the tablet market, has been seen as a tough competitor for Apple iPad which is currently dominating the market. The very low price of Kindle Fire is a factor that makes it a threat for Apple. Kindle Fire is priced at $199, whereas most other tablets are $500.