Broadcaster first took stance in 2010

UK broadcaster ITV has written a new letter to Apple warning it not to use the name "iTV" for its upcoming TV set, claims The Telegraph. The newspaper notes that ITV CEO Adam Crozier first raised the issue with Apple when he took office in 2010. At the time, Apple is said to have reassured ITV that it wouldn't use the name, at least not in the UK.

"Insiders" reached by the Telegraph allege, however, that ITV is worried that Apple might take a different approach under Tim Cook. The TV project is credited largely to Apple co-founder Steve Jobs, but Cook replaced Jobs as CEO shortly before the latter's death in October 2011.

ITV is officially denying sending any warning to Apple, according to The Verge. "The Telegraph's piece is entirely speculative, and there has been no communication between ITV and Apple. ITV has no further comment on the matter," the network's statement reads. If Apple does steer clear of the iTV name, though, what direction it might take is unclear. It already uses the "Apple TV" moniker to refer to a set-top box, though the company appears to be phasing the current model out.

By Electronista Staff

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