Apple's plans to name it new streaming TV service 'iTV', could bring it into conflict with ITV who are currently seeking legal advice.
Mike Large, iTV acting group director of communications, stated that his company values the iTV brand and has "vigorously defended" it in the past. He did not however go as far as saying iTV would go to court with Apple, but indicated his company assumes that they will remain the only concern to use the ITV name.
The Apple TV product was originally conceived as a digital media receiver designed to play content from the iTunes store (films, TV shows etc), YouTube, Flickr or any Windows or Mac PC on to an HDTV. It can function as either a home theater-connected iPod device or a digital media receiver.
Apple want to use the iTV moniker to follow the naming convention that has given us the likes of iPhone and iPad.
Apple's iTV will introduce a new set top box based on iOS with a similar user interface to the iPhone, iPad and iPod touch. The new product will be built around the iPhone4's 4 CPU. You will also get WiFi, 16GB of flash storage and an attractive sub-$100 (£64) price tag.
An unnamed Apple spokeswoman stated: "Apple does not comment on rumours and speculation..
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