Apple, don't call your TV set the 'iTV': UK broadcaster

Chief executive writes to Cupertino about as-yet-unannounced product

Independent British broadcaster ITV has reportedly written to Apple to request that it doesn't use the name 'iTV' for its expected connected TV set.

The Telegraph reports that the company's chief executive, Adam Crozier, is concerned that Apple will follow its standard nomenclature for the as-yet-unannounced product.

ITV has apparently raised the issue with Apple before, though it seems Crozier feels the need to make the point again now Apple has a new CEO in Tim Cook.

The Telegraph report is short on details, though it is worth pointing out that many analysts have long referred to Apple's expected smart TV set as the iTV. Apple would be wise to avoid any confusion with the Apple TV, an existing product, if it wants to make its smart TV set as consumer-friendly as possible, though there is perhaps a chance that Apple could call the new set the iTV but use a different name in the UK.

However, this is unlikely to be acceptable to ITV if, as expected, Apple makes moves into the content market, rather than simply providing the hardware.

Apple TV set: What we know so far

Earlier this month analyst Peter Misek of Jeffries issued a report to investors that outlined some of the approaches Apple could adopt for securing content for the device.

While Apple could either create or seed content, or perhaps buy exclusive access to content, it is more likely to enter into a series of non-exclusive content deals for the service, relying on its superior ecosystem and user interface to persuade consumers to buy such a device, Misek reckons.

"Ultimately we see Apple as being very creative and diligent in how it will acquire the content necessary to drive its ecosystem to the next level. We believe video content is a major focus of Apple based on what we have gleaned from looking at seeded code, patents and doing channel checks," said Misek.

Though Apple has never said anything official about its connected TV project, it is thought that two Canadian network operators currently have prototype devices in their labs.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Ben Camm-Jones

Macworld U.K.
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Matthew Stivala

HP OfficeJet 250 Mobile Printer

The HP OfficeJet 250 Mobile Printer is a great device that fits perfectly into my fast paced and mobile lifestyle. My first impression of the printer itself was how incredibly compact and sleek the device was.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?