Adam Crozier, chief executive of Britain's biggest commercial broadcaster, raised the issue with the company when he took the job in 2010, amid expectations that Apple would follow the pattern of branding used for its iPhone and iPad when it eventually cracked television. At the time, ITV, the broadcaster of popular period drama Downton Abbey, received assurances that Apple would not muscle into its territory, at least in the UK.
Interesting, the Apple TV was originally branded as the iTV at reveal; however, Apple quickly changed that name. The current Apple TV is still considered a hobby by Apple. If the company does decide to go full steam ahead in to the television market, iTV would be a much better name. It's unclear if Apple would be will to rebrand the product for the U.K. alone or whether it would consider purchasing ITV outright.
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In a statement to The Verge, an ITV spokesperson said that, "The Telegraph's piece is entirely speculative, and there has been no recent dialogue between ITV and Apple. ITV has no further comment on the matter."