Using iTV as the name of its television sounds perfect for Apple but it might be difficult to accomplish. There are numerous companies using the iTV trademark, including a major TV network in the UK, that might take issue with Apple using the term. Though, Apple may just use their clout to steamroll them.
Bloomberg reports that in his note to investors, Misek says that the television may leverage iPhone and iPad video "into a YouTube-like model."
Apple may also buy access to exclusive and non-exclusive programs, possibly through a partnership with carriers such as AT&T and Verizon, according to Misek. "Lower margins and higher risks" are likely to drive away Apple from creating its own content, he wrote.
On the same lines a note from Piper Jaffray's Gene Munster offers three scenarios for how Apple could get content for its rumored Apple Television.