"In addition to Google's own app marketplace, Amazon, Verizon, and Vodafone have all announced that they are creating their own app stores for Android -- so there will be at least four app stores on Android, which customers must search among to find the app they want,"
Isn't this akin to saying "EA is creating its own Call Of Duty"? Jobs wasn't using the term in a generic fashion ("app stores"), rather using it as a comparative ("equivalents to the App Store").
And when he said "find the app they want" he meant "find the generic, non-Apple equivalent of an iOS app whatever that might be called on their platform"?