ITV Warns Apple (Again) Not to Use Their Name [Updated]

Amidst the growing chorus of rumors about an Apple branded television, The Telegraph reports that the UK TV network ITV has written a letter to Apple to warn it against using the name "iTV" for its future television product.

This is actually not the first time that Apple and ITV have been in contention over the name. When Apple first announced their set top box in 2006, they originally called the product "iTV":


The original name for the Apple TV set top box

Apple later changed the name to "Apple TV", but reportedly later reconsidered changing the name back to iTV. ITV executives were said to be "furious" over the possibility.

The Telegraph reports that Apple gave reassurances back in 2010 that they would not use the name, though they note that Apple is now under different leadership.

However, insiders fear that the world’s biggest company might take a different stance under Tim Cook, who replaced Steve Jobs as chief executive shortly before Mr Jobs died in August last year.

Apple is believed to be actively working on a standalone television product. A recent report claimed Canadian cable companies already had the product in their hands. That report and others have been casually referring to the upcoming product as the "Apple iTV", though Apple has yet to officially name or even acknowledge the project.

Update: In a statement to The Verge, ITV has denied that it sent any such warning to Apple.

In a statement to The Verge, ITV said that, "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."

Related Roundups: Apple TV, tvOS 13
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

(View all)
Avatar
106 months ago
Or they could just continue using Apple TV. The i moniker is getting a bit old now anyway, every company is using it!
Score: 39 Votes (Like | Disagree)
Avatar
106 months ago

I guess Apple could just buy the name if they wanted it.:confused:

Could ITV stand in their way..? Or will Apple's Billions just trump them.


Apple could just buy ITV and problem solved!


Its like saying Apple should buy NBC. And do what with it. Use the name?

Its not about money. The thing apple will announce will NOT be called the iTV.
Score: 37 Votes (Like | Disagree)
Avatar
106 months ago
Now comes the flood of angry people insisting that Apple deserves the name more than ITV because they like Apple better.

There has already been the usual flood of "Apple should just buy...." :rolleyes:
Score: 28 Votes (Like | Disagree)
Avatar
106 months ago
It would be a bit weird in the UK. ITV is a household name, like BBC and CNN. There probably would be some confusion.
Score: 28 Votes (Like | Disagree)
Avatar
106 months ago

I have said before, it didn't stop them using iPhone and iOS, two Cisco trademarks. Cisco are many times the size of ITV. (Before they came to the legal agreement)

Granted, iPhone wasn't really a known product and Cisco IOS isn't on consumer devices, most regular people who never hear about it.

Whereas ITV is a name people recognise in the UK, it being like, the second biggest broadcaster (I'm not entirely sure) after the BBC. With the UK being a large market for Apple they may choose to stay away from the name or just perhaps have a different name for it in the UK?

*shrugs*

Unlike Cisco and the iPhone name which was used on a little known and obsolete product, ITV is the name of the company. You can't seriously expect ITV to give it up their brand name after using it for the last 50 years?
Score: 24 Votes (Like | Disagree)
Avatar
106 months ago

This may be a stupid question but aren't the names, "ITV" and "Apple ITV" different. Could apple just use the second name and not get in trouble?


Try and open a restaurant called Bill's Burger King.
Score: 21 Votes (Like | Disagree)

Top Stories

Leaker Claims New 13-inch MacBook Pro Coming as Soon as Next Month

Monday April 6, 2020 2:56 am PDT by Tim Hardwick
Apple will announce a new 13-inch MacBook Pro in May with the codename J223, according to a rumor shared by YouTuber and leaker Jon Prosser. Note: it’s a refresh to the current 13” So the bigger 14” display upgrade is a big possibility— Jon Prosser (@jon_prosser) April 4, 2020 Analyst Ming-Chi Kuo has said Apple plans to release new MacBook Pro and MacBook Air models with scissor keyboards ...

iOS 14 Could Offer Home Screen Widgets, Wallpaper Customizations

Saturday April 4, 2020 3:30 pm PDT by Frank McShan
iOS 14 could offer home screen widgets and wallpaper customizations for the first time, according to 9to5Mac and Twitter user DongleBookPro. Apple is reportedly working to implement widgets that can be moved freely around like icons on the iPhone and iPad homescreen for the very first time. The feature is reportedly codenamed "Avocado" and no other details are available. It was also...

Top Stories: Apple Leaks iPhone SE and AirTags, Apple Buys Dark Sky, and More

Saturday April 4, 2020 6:00 am PDT by MacRumors Staff
With the calendar rolling over to April this week, we yet again saw several leaks and rumors, most notably including Apple itself leaking some references to a pair of long-rumored products: a new budget iPhone SE and AirTags item trackers. Subscribe to the MacRumors YouTube channel for more videos. Apple also acquired popular weather app Dark Sky, while Amazon's Prime Video app now allows...

Apple Music Was Second Biggest Global Music Streaming Service in 2019

Friday April 3, 2020 5:38 pm PDT by Juli Clover
Global online music streaming subscriptions were up 32 percent year-over-year in 2019, hitting 358 million subscribers, according to new estimates shared today by Counterpoint Research. Spotify was the market leader with a 31 percent share of total revenue and a 35 percent share of total paid subscriptions, while Apple Music earned the second place slot with a 24 percent share of total...

More References to Apple's Upcoming Low-Cost iPhone Appear Online

Monday April 6, 2020 4:38 am PDT by Tim Hardwick
Further references to Apple's upcoming low-cost iPhone have appeared online, one on a Chinese e-commerce website and another on Verizon's smartphone trade-in page. Spotted by tech blog MySmartPrice, Chinese retailer JD.com has published a placeholder for Apple's so-called "iPhone 9" that includes a teaser image of a veiled smartphone, but other than that it lacks any particularly revealing...

The New York Times, IFTTT, Medium, and Other Apps Adopt Sign in With Apple Ahead of June 30 Deadline

Sunday April 5, 2020 7:08 pm PDT by Frank McShan
Apps with sign-in functionality, including The New York Times, IFTTT, Medium, and more, have continued to adopt Apple's secure Sign in with Apple feature ahead of a deadline of June 30. The deadline for these apps to support the feature was recently extended from April 30. Sign in with Apple, first introduced in iOS 13, allows users to create accounts for apps and websites using an Apple ID. ...

Apple Offers Employees Deep Discounts on HomePod, Beats Headphones and More

Friday April 3, 2020 11:14 am PDT by Juli Clover
Apple is offering employees significant discounts on products that include the HomePod and Beats headphones, according to details on the deals shared by MacGeneration and 9to5Mac. Apple is said to be clearing stock of Beats headphones and HomePods, providing them to employees through an internal deals program. The HomePod is available at a 50 percent discount, dropping the price to $149.50,...

New Low-Cost 'iPhone SE' Could Launch as Soon as Tomorrow

Thursday April 2, 2020 4:06 pm PDT by Juli Clover
Apple's new low-cost iPhone is set to launch as early as Friday, April 3, according to a new report from 9to5Mac that cites a tip from a "highly trusted reader." The site says that while it can't be certain about the launch date, "Apple could reveal and begin taking orders for the new iPhone as soon as tomorrow." The iPhone 8 Apple is said to be planning to call the new iPhone, which is...

EPIX Available for Free Through Apple TV Channels Until May 2, No Subscription Required

Saturday April 4, 2020 9:28 am PDT by Frank McShan
EPIX is currently offering free access to its catalog of movies and TV shows through the Apple TV Channels feature in the TV app, and many additional services are also offering extended free trials. Upon navigating to the Apple TV app, users will notice that EPIX is listed under the "My Channels" section. Rather than offering an extended trial where users must first sign up, EPIX is...

iPad Launched 10 Years Ago Today, App Developer Reflects on Getting Access to a Top-Secret Prototype

Friday April 3, 2020 10:53 am PDT by Joe Rossignol
On the 10th anniversary of the iPad launching in stores, Agile Partners co-founder Jack Ivers has shared an interesting story about how his company managed to get in Apple's good graces and ultimately gain access to prototype iPads. The story begins in 2008, when Agile Partners released GuitarToolkit as one of the first iPhone apps on the App Store. The app used the iPhone's microphone to...