ITV would contest Apple TV plans
Broadcaster ITV has confirmed that it would seek to block any attempts by Apple to rename its Apple TV set-top box as iTV
By Claudine Beaumont, Technology Editor
British broadcaster ITV said that it would “vigorously defend” its brand and reputation, if, as rumoured, Apple renames its Apple TV set-top box to iTV.
Apple is said to be considering reverting to the original name for its media-streaming set-top box, which was first unveiled in 2006 as iTV.
But Mike Large, group director at broadcaster ITV, hinted that Apple could face a legal battle over any plans to change the Apple TV’s name.
“We have a large number of registered trademarks for ITV and are a household brand of over 50 years,”he told technology website Pocket Lint. Large said that ITV had “vigorously defended” its brand name in the past, and seemingly ruled out any deal to license the iTV name to Apple because it would “muddy the waters”.
Apple is expected to launch a new, cheaper version of its set-top box in the autumn. According to technology website Engadget, the device will be renamed iTV and will use an Apple A4 processor and boast 16GB of storage, though it will only support 720p video rather than full high-definition. It could also be used to showcase the rumoured new iTunes streaming service, which would enable people to listen to music and watch movies and TV shows in ‘the cloud’.
Apple said it was not prepared to comment on rumours and speculation surrounding the launch of a new device, or of a possible name-change.