iCloud Communications Sues Apple on its iCloud announcement

iCloud Communications sues Apple on overstepping its trademark.
The company formed in 2005 provides VoIP Solutions as well as cloud computing services to the customers.
In response to Apple’s formal announcement of iCloud just a week ago; the company filed suit against Apple on violating trademark. The company claims that it spends thousands of dollars annually in advertisements using its own iCloud logos.
The company’s stance is that Apple was either aware or consciously ignored the rights of iCloud marks of the iCloud Communications.
This is not a new incident. Technology giants with immense marketing budget, substantial influential power and playful tactics are over sighting the damage caused to the existing industry already providing relevant services. Just one week back, PayPal filed similar law suit against Google Wallet, claiming that Google stole trade secrets by pulling Osama Bedier, former executive at PayPal who is now Google's vice president of payments.