The story's been repeated before, most recently with the iPad: Apple dreams up the perfect product name, said product name is already spoken for, Apple buys/cajoles said name anyhow. But the rumored iTV may have to follow a different script.
If iTV is the name Apple wants for its rebranded Apple TV—and it would certainly look nice on the marquee next to iPod, iPhone, and iPad—they're going to have to contend with the real ITV, one of the UK's oldest and largest broadcasters. According to The Mirror—not exactly the paper of record, but still—ITV is already lining up its legal case in the event Apple pulls the iTV trigger. According to a "channel insider:"
"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."
Curiously, iTV was also Apple's original name for Apple TV, though it's possible they changed it for these very trademark reasons. Either way, it's reason enough to expect that while iTV may well be Apple's internal, even preferred, name, they're an ocean away from being able to actually call it that. [Mirror via The Next Web]