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ITV execs ‘furious’ over possible Apple TV name change

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By Charles Starrett

Contributing Editor
Published: Friday, August 13, 2010
News Categories: Apple TV

Executives for U.K.-based broadcaster ITV are enraged by a report that Apple may change the name of its Apple TV set-top box to ‘iTV’. Earlier this week Engadget reported that the next-generation Apple TV would see its named changed to ‘iTV’—the name it was originally called by—while also gaining some sort of app functionality. While it is believed that the name was scrapped in part due to Elgato’s EyeTV products for Mac, it appears that the name runs afoul of more than just a single product. “You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust,” an ITV insider told Mirror.co.uk. “We all take our ITV brand very seriously and we’ll do everything in our power to protect it.”

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Comments

1

ITV has nothing better to do than respond to idle speculation with legal threats. You’d think ITV would welcome any association with quality, such is the dire reputation of their own appalling brand of lowest common denominator television.

Posted by Gary on August 13, 2010 at 7:48 AM (PDT)

2

Yet another website I trust and respect running this pathetic story from a rag in the UK not even worth called the newspaper.

They already made up about an apples spokes woman and its pretty clear ITV would never take a stab after today announcing they are in a lot of trouble.

iTV is the internal name spread with an internal rumour.

Shocked this has been spread around the internet when the news article was so fake to begin with.

Posted by Rob Sammons on August 13, 2010 at 8:24 AM (PDT)

3

It’s a bit like the Beatles & Apple, nobody really associates Apple with the Beatles anymore, iTV means diddly to the rest of the world and people will instantly recognize it as one of the i line of products.

Posted by Steven Bates on August 15, 2010 at 5:53 PM (PDT)

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