We already know much about the Windows 8 app store, such as that it will be HTML based, and will be able to sync apps with your Live ID, so any computer will have your apps and setting already installed.
What we did not however know was the name. That is until mswin found two .dll’s in the leaked Windows 8 build related to the store.
The first is WSSync.dll (Windows Store Licensing Sync Client) and the other WSService.dll (Windows Store Service) with the service describing itself as “Provides infrastructure support for Windows Store. This service is started on demand and if disabled applications bought using Windows Store will not behave correctly.”
Also in MSHelpUI.dll a low-res image of the app store logo was found (enlarged on the right).
The only question left is if the name Windows Store is different enough from the App Store for Apple to let is slide, but I think suing Microsoft for trademark infringement would likely be too much, even for Apple.