I'm inclined to say almost but not quite. Language is always changing, no doubt about that. The thing is...when one uses this word, this way, it strikes me that one is participating in a marketing scheme for the benefit of a particular corporation, for free.
If you don't mind my bloviating (and if you do, why are you reading this?), it reminds me of the diabolically clever application of Zipf's law, with the replacement of the word "program" with "app," a word that's eerily reminiscent of the name of a particular corporation. It's memetic engineering at its finest.
I suppose what I'm saying is, be a tool if you want, but you should at least get a buck or two for doing it.