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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
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

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?