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ITV denies warning Apple not to try 'iTV' name for TV set

updated 11:20 am EST, Mon February 13, 2012

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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  1. Bobfozz

    Fresh-Faced Recruit

    Joined: Jul 2008


    ITV has been around for a really...

    long time... at least back into the 60s as I have the DVDs of the Avengers and everything Patrick McGoohan to show that. Good company. I am sure Apple is clever enough to get around that name... or make a deal with ITV.

  1. rockjano

    Fresh-Faced Recruit

    Joined: Dec 2011


    It reminds me...

    ...of the iPhone name, which was also used by some company.

    Apple had to pay a nice amount of money probably. And this will be the case now as well... I think.

    Interesting times....

  1. mrrwthird


    Joined: Feb 2008


    Been there

    "Apple" itself was used by another company for a really long time, at least back into the 60s.

    That said, the whole iTV to Apple TV branding switch seems very unlike Apple, especially if they intend to release an actual Apple-branded television.

  1. OkieDoc

    Fresh-Faced Recruit

    Joined: Aug 2001


    Wasn't it iTV originally?

    I thought Apple originally was going to call it iTV, but changed it to Apple TV for exactly this reason? Anyone?

  1. Arne_Saknussemm

    Forum Regular

    Joined: Apr 2011



    I believe the other company you mean is Apple records, home of the Beatles and other artists.

    There's an interesting story of Apple vs Apple, check it out...

  1. SwissMac

    Fresh-Faced Recruit

    Joined: Aug 2006


    Wrong!! Check your facts, MacNN

    The standard rule of journalism is you don't print without corroboration of your source material by at least checking with the party involved and one other source. ITV have today said that no such letter was sent to Apple, and that there has been no communication between them and Apple. All you had to do was to check with the TV company yourselves, but dear me, that would have been so tiring for you wouldn't it?

    For heavens sake, just because it's printed doesn't make it true. It was purely speculative on the part of the Daily Telegraph and you just repeated it without any checking. How dumb is that?

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