ITV has reportedly written a letter to Apple, asking the company not to call its much-rumoured telly 'iTV', according to reports in the Telegraph.
The paper reports that ITV (or 'Channel Three' if you were born before about 1975) boss Adam Crozier raised the issue with Apple in 2010 when he assumed control of the channel, and at the time received assurances that the iPhone maker wouldn't be muscling in on ITV's name. In summer of that year we reported that the broadcaster had vowed to defend its branding.
We can see why the Lorraine-powered broadcaster would be worried -- rumours Apple is about to craft a TV set have been hotting up, with reports suggesting that Canadian telecom companies are already testing what could be Apple's biggest gadget to date.
Steve Jobs' biography also hinted that the company was beavering away on making a TV set, rocking "the simplest user interface you could imagine".
The Cupertino company's post-iPod naming convention suggests that if the rumoured telly turns out to be real, Apple will stick a lower case i in front of 'TV' and leave it at that. It already has a product called 'Apple TV' after all.
Here in the UK the term 'ITV' may be synonymous with the broadcaster, but that's obviously not true elsewhere in the world. If the two companies do find themselves at odds name-wise, perhaps Apple could just buy the Downton Abbey-broadcasting ITV.
It's certainly got enough cash to do so, and if Apple wants to start making TVs, owning a broadcaster couldn't hurt. We're imagining The Only Way is Essex, but everyone has iPads.
Apart from the biography hint mentioned above, Apple hasn't breathed a word about its TV plans, maintaining its usual tight-lipped stance. But if the rumours prove true, what would you like to see from an Apple-branded TV set? Tell us in the comments, or on our Facebook wall.
Android App 
RSS Feeds 
iPhone App 
Newsletters 
Comments 19
Add your comment
anonymous 13 February, 2012 12:31
It's a done deal fellas... this article is just the start of a concerted PR offensive to pave the way for the acquisition. Apple will become a majority stakeholder in ITV and pledge allegiance to the present management team and the 'Britishness' of the organisation. This makes sense on SO many levels. Anyone with any rudimentary grasp of media economics will concede this is a win-win situation. Apple get content and IP to a much needed and valuable iTV (to continue one of the most successful franchises ever (ipod, pad, phone etc)
And ITV becomes a world leader in broadcasting... besides the much talked-about and soon to be released YouView needs to be kept in check by these Apple TV upstarts :)
Naryan 13 February, 2012 14:31
Or Apple will just sue the **** out of you and claim they invented and patented the TV first.
anonymous 13 February, 2012 15:37
@Naryan When has that happened in the past for you to make that statement? Just wondering. Seems people have a whole lot of opinions and yet nothing to base them upon.
anonymous 13 February, 2012 16:10
Give it up iTV of "Britain", if Apple wants to use it, they will. There is no overlap in services so Apple can use the name if it wants. I'm sure Apple is willing to pay a few million dollars, so take it or leave it. Grow up iTV!
anonymous 13 February, 2012 16:18
@Naryan - You mean "iTV", not analog television, yes, of course Apple invented "internet" TV, they've been working on it since the mid 80's. And sold the first TV cards and TV based computer. So get off your high horse and understand how deeply Apple has been involved with television over the last few decades... they just had to wait until the physical layer was fast enough, now Apple can really help the world become and even better place. So relax...
Liam Davies 13 February, 2012 17:15
I am brainwashed by apple. I am their slave. I will do what they say.
anonymous 13 February, 2012 17:45
What the hell Apple, ITV have been around longer, and you retaliate at this time and day? What's wrong with you? You gonna sue them?? You need to grow up....
1000105421 13 February, 2012 21:53
Let's face it, Apple and its Billions of dollars in the bank, can, and will get whatever name they want from anybody...
Martin Ellis 14 February, 2012 04:07
Apple wont use the iTV name unless they license it.
That's why the current AppleTV is not called iTV.
Martin Ellis 14 February, 2012 04:14
When AppleTV was announced, Steve said on stage that it was originally called iTV but the name was changed. So if they couldn't use the name back then, why would they need a threatening letter now to remind them?
ITV, for me, are being a bit paranoid. Either that or the story is rubbish.
anonymous 14 February, 2012 08:06
Haven't you heard? Apple now has a patent for the letter 'i', and will now sue ITV as well as BBC iplayer and anyone called Jim or Isabel.
anonymous 14 February, 2012 14:52
In Apple's case, does the 'i' actually stand for anything? Don't say 'internet' coz that hardly applies to the iPod now does it? I like iTelly - it's quaint.
By the way, anyone here ever read the kid's book 'The Demon Headmaster' or 'The Prime Minister's Brain'? - welcome to Apple iTelly, folks.
anonymous 14 February, 2012 17:29
Steve Jobs said in a Fortune article... the "i" stands for "internet, individual, instruct, inform, inspire"...
anonymous 15 February, 2012 00:03
It's going to be called iStream.
anonymous 15 February, 2012 05:36
@anonymous - no, it's not going to be called iStream, that's too pornographic. It will be AppleTV as it is currently, or iTv... or a "genius" level name of simply "Apple". I'm sure Steve left the final name, so it's pointless to debate about it... end of story.
anonymous 16 February, 2012 12:34
The ITV of Britain (as one post stated it) is not the most successful broadcaster in the world, not helped by being overshadowed by the BBC. Apple's acquisition of ITV could make iTV something this nation can be proud of, especially if its existing assets are used to form a broadcasting centre and one of the world's biggest brands could pump some much needed capital into a struggling economy.
anonymous 16 February, 2012 13:56
Apple to buy Independent TeleVision out just so they can use the name iTV? Has the world gone f***ing mad?
Nerosa 17 February, 2012 23:53
Knowing Apple, this is probably going to be called iWatch or something similar.
SquareEyesTvs 18 April, 2012 11:23
Would this not increase ITV views lol Maybe Apple could use their imagination to think of a name, that doe snot include an 'i' in it lol