British broadcaster ITV has issued a stern warning to Apple, following rumours of a rebrand of Apple TV to iTV.
ITV acting group director Mike Large told Pocket Lint: "We have a large number of registered trademarks for ITV and are a household brand of over 50 years." Technology blog Engadget last week claimed that Apple intended to rebrand Apple TV with the launch of new hardware. iTV was the original name of the product when it was originally announced but had been subsequently renamed Apple TV.
Large also said that the broadcaster had "vigorously defended" the firm's brands in the past and also appeared unreceptive to licensing of the iTV brand to Apple on the basis that such a move would "muddy the waters".
It would seem inconceivable that Apple would prevail in any legal conflict which means it would likely need to use another name, perhaps the existing Apple TV, within the UK. Such a move a move for the company is likely to be less attractive than it is for many other companies, given how consistent Apple has generally been with the company's brands worldwide.