British TV channel ITV has warned Apple about naming their rumored new television ‘iTV’, The Daily Telegraph reports. As predicted, the naming of Apple’s potential new device might prove complicated, with ITV being the biggest commercial channel in the UK.
As The Daily Telegraph states:
Adam Crozier, chief executive of Britain’s biggest commercial broadcaster, raised the issue with the company when he took the job in 2010, amid expectations that Apple would follow the pattern of branding used for its iPhone and iPad when it eventually cracked television.
Apple will not want to make ITV an enemy, as they produce some of the most popular shows on British TV, including talent competition X Factor and soap opera Coronation Street which could prove to be vital content for their rumoured device.
Alternative names that would work are hard to find: Apple TV would mean discontinuing or renaming their current set top box, while iTelevision would probably be too long. It’s time for Apple to get inventive.
*Update: The Verge reports that ITV has denied ever sending a letter to the Apple, stating:
The Telegraph’s piece is entirely speculative, and there has been no recent dialogue between ITV and Apple. ITV has no further comment on the matter.