ITV getting ready to sue Apple over rumored name change?

Apple TV should run iPhone OS concept

There's a rumor -- repeat, rumor -- going around that Apple will switch the Apple TV to iOS and rename it iTV, and that seems to be enough to get British broadcaster ITV all dressed and wigged up in litigation clothes.

"You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust. We all take our ITV brand very seriously and we'll do everything in our power to protect it."

Ouch. Meow.

Apple for their part is staying mum:

"Apple does not comment on rumours and speculation."

We've seen Apple take iPhone and iOS from Cisco and work out licensing deals later. Could iTV be next and this saber-rattling just a way to tell Apple they better open up that Cupertino vault?

[Mirror, thanks to everyone who sent it in!]

Have something to say about this story? Leave a comment! Need help with something else? Ask in our forums!

Rene Ritchie

EiC of iMore, EP of Mobile Nations, Apple analyst, co-host of Debug, Iterate, Vector, Review, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

More Posts



← Previously

id Software's Rage running on a iPhone 4 at 60 FPS

Next up →

International lineups persist for iPhone 4

Reader comments

ITV getting ready to sue Apple over rumored name change?


ITV is a rather well known name. Don't see how Apple could think they could use it. I may be unknown in the U.S. but not elsewhere. Sort of like Samsung trying to release a sports video player named "ESPN."

May be when Jonathan Ross left the BBC for
iTV he was really going work for Apple
Not sure if even 'Apple' can afford his wages

Reliable sources have informed me that Apple's next iPhone will be called iNokia BlackBerry Droid Motorola Torch Desire Incredible.

"We’ve seen Apple take iPhone and iOS from Cisco and work out licensing deals later. "
Not even close to this situation Rene. This would be comparable to Apple having named its product Cisco and working out a licensing deal. Not likely.

I wonder how much ITV is actually worth. Maybe Apple can snap them up and use them to stream iTunes Live to the European market...

"We’ve seen Apple take iPhone and iOS from Cisco and work out licensing deals later"
Charitable way to say Apple gives the middle finger to other people's trademarks, and then pays them off if they are too big to be cowed.

I see no similarity in ITV and iTV just like thereof no similarity in McDonalds and McDonald's. Courts can go either way with names I wonder where this would have jurisdiction.

Remember Apple have been here before :
'SAN JOSE, Calif. -- For the third time in nearly three decades, iPod maker Apple Inc. has resolved a bitter trademark dispute with The Beatles' guardian Apple Corps Ltd. over use of the iconic apple logo and name.'

It's just crazy what's the point of doing anything original or valuing any brand name when apple can just step in and try and take what they want some one has to say no it's not happening this time

how can you sue someone over a rumour,? when it hasn't even come from them ? people need to calm down and just make sure they are covered rather this ridiculous posturing.

On second thought, maybe Apple TV should be rechristened as "Thunderbird 2". ITV might let them have that for a small fee...

There's a m
ore than discernible difference between iTV and ITV. Hard to believe ITV thinks Apple could tarnish their name. If anything, it might give them more publicity. What company has suffered due to Apple's lack of a "gold touch" anyway?

Apple should just do everyone in the UK a favour, buy ITV, close the whole network down and then use the name. hell they could slap iTV on a turd on a stick and it would still be a better product than 90% of what ITV turns out.
Honestly though, this is one rumour, that's been blown out of all proportion.

I reckon there are lots of individuals like me, who come across various beneficial blogs or web sites by fortune. Your blog seems to have got a solid community and a sound blogosphere presence. Continue to post the best topics in the future.

When historical opinions and guidelines of lifestyle are taken away, the loss are not able to quite possibly be believed. From that moment we now have no compass to govern us, nor can we know distinctly to what port to steer.

I really don't agree with this blog post. Nonetheless, I did looked in Bing and I have found out that you're right and I seemed to be thinking in the incorrect way. Keep on publishing good quality material similar to this.