Traditionally, Apple has steered clear of protecting app trademarks which has resulted in a lot of copycat apps hitting the store.
It appears this policy has changed and Apple is taking a much more proactive role; rejecting apps which attempt to mislead users by aping successful apps’ trademarks. In short, Apple is helping to protect real developers from being ripped off. This is a good thing.1
1 Just to be clear, that isn’t my app in the screenshot. It is an app by someone else who sent the screengrab of their rejection to me.