ITV getting ready to sue Apple over rumored name change?

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!]

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.