It seems quite good brand name for a service that is targeted for a global audience. Super-short and quite easy to pronounce for speakers of different languages.
You miss the point: for millions of people words "store" and "apps" are not very familiar. And in their localized phone UI, "store" would look as out of context as any other foreign word.
Named after the guy who discovered the body part, who was of course working at the University of Padova.
Speaking of which, 'ovi' in this corner of Italy means 'eggs' (like chicken eggs) quite literally. In Italian, egg is 'uovo'. My wife had a good laugh when she saw the 'ovi store'.
