Any search of the internet for “Apple iTV” will serve plenty of results about Apple’s supposedly impending release of an Apple television. It’s a rumor that just won’t die, but it’s one that’s not entirely new.

In fact, the suggestion that Apple may release an “iTV” back in 2010 left UK broadcaster ITV with little choice but to write to the Cupertino outfit outlining its stance on the name. Put simply, Apple can’t use it. At least, not in the UK.

Now the story is rearing its head thanks to a report by the Telegraph, with ITV presumably still not all that keen on Apple stealing its name…

There has even been the crazy notion that Apple could in fact buy one of the UK’s oldest broadcasters just so it can use the name for its phantom television, a prospect that seems ludicrous to anyone living in the real world. That said, this IS Apple, and they DO have a pot of money larger than the Moon.

We find ourselves more interested in whether Apple will actually release a television rather than what an unannounced product will be called. It seems more likely to us that the Apple TV as we know it will go away, being replaced by a full-blown television that takes the same name. If Apple wants to add functionality to the TV that cannot be replicated by a set-top box (think FaceTime, etc) then discontinuing the little black box may make sense, freeing up that all-important name in the process.

What say thee?

  • it will probably just be called apple tv

  • apple buying itv , I think not..

  • Apple will just bully the company into letting them use iTV.

    • Or pay the company millions of dollars to use the name “iTV.”

  • It will be called the Apple TV. The Apple TV as we know it now will be renamed to Apple TV Mini. Sounds reasonable considering they have the Mac Mini.

  • Anonymous

    id rather have the choice of Apple TV than put up with the crap on ITV1, ITV1+1, ITV2, ITV2+1 and ITV3. i’ve left out ITV4 out because they show motorsport and cycling on that 😀

  • Anonymous

    Apple called the telephone iPhone, so I think the will call the television iTele OR iVision

  • Why can’t they stick with Apple TV? Better than iTV

  • Anonymous

    i think it should be called iCaramba

  • what about iVision haha? most likely be called Apple TV

  • Just calling it Apple TV makes the most sense to me

  • Anonymous

    What about iDiotBox. That name is surely available? 😉

    In all seriousness, who cares about the iTV name? Just keep the AppleTV brand and perhaps rename the set top box.

    I like the idea of a fully integrated AppleTV, but I’m worried it will be overpriced and limited in functionality (i.e. tied to Apple’s ecosystem and propriety video formats). I don’t doubt the screen will be high quality, but whatever an integrated AppleTV can do, a set top box can do as well, so I hate the idea that they’d kill off the existing set top box format, or deliberately cripple it to try to get people to buy a full set.

    I already have a high quality 50″ 1080p screen I intend to keep for years, so while I’d love to see a new range of AppleTVs hit the market, I also want the set top box to grow in power and functionality as well. If it doesn’t Apple will be losing a lot of viewers who prefer to buy a “dumb TV” with everything fed via a variety of sources through an external A/V receiver.

  • Anonymous

    what about iScreen. sounds cold and lickable

  • creed waters

    32″ apple tv £3000
    32″ samsung tv £230

    pfft. no way id pay the over the odds price apple would charge

  • Howard Ellacott

    That’s probably why Apple TV is called Apple TV. It’s code name was iTV, but apple changed it, probably due to the ITV network.

  • mordechai eliyahu

    ow shit nice pic how did you do that?

  • Phil Simpson

    ITV in the UK has been around since the 1950s. It is huge and watched by millions and is mainly responsible for the creation of program’s like X-Factor. Remember it’s British… Apple might be able to buy limited rights to use the name but there is no way that Apple could bully them… It’s not a company that can be bullied.