ITV Not Happy Over Rumored iTV [UPDATED]

ITV, the venerable British broadcaster, are not happy over the rumored plans of Apple to rebrand their AppleTV to iTV. The company owns the trademark for the name in Britain, and is considering attempting a global ban, they told The Mirror. An insider apparently said:

“You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust. We all take our ITV brand very seriously and we’ll do everything in our power to protect it.”

An Apple spokesperson allegedly denied the names were too similar.

I’d just like to make a couple of points here.

  • The Mirror is a British tabloid, and they fact check less than I do. Anything they say, grain of salt required.
  • Apple is notorious for ignoring this sort of thing, as they did with existing copyrights for iPad, iPhone and iOS.
  • Even if they did acknowledge the copyright, chances are the device would keep the AppleTV moniker in Britain, and be renamed iTV everywhere else, in a similar vein to gmail being called googlemail in some countries.

UPDATE: Apple talked to TheNextWeb, and said they have not talked to the Mirror, and do not comment on speculation and rumor. Hardly surprising that the Mirror is pulling this out of their proverbial.