A few days ago Engadget posted a scoop about Apple's plans for the upcoming new Apple TV: iOS integration, no 1080p support, new brand. According to Engadget, the new name should be "iTV" - which sounds pretty likely if you ask me, considering that Apple has recently put a lot of products under the "i-" prefix.
Now, there's a very little problem. There's a major UK broadcaster called "ITV" and its executives are getting furious over these Apple speculations and are planning to sue Steve Jobs and all his crew.
"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."
The Mirror notes that an Apple spokeswoman "denied the names will be too similar".
The iPhone 4 statement is completely useless, but if the story about the Apple spokeswoman is true - now that's interesting. "Too similar"? Meaning that "iTV" is different from "ITV"? Or maybe they'll adopt a new strategy and call the product "Apple iTV"? Doesn't make much sense to me.
If I were the ITV guys, anyway, I'd wait for some official stuff to come in. You know, this way it looks like they just want to be the cool guys who sue Apple over some unconfirmed rumors.