Report: UK Broadcaster ITV Angry Over Rumored AppleTV Rebrand

Report: UK Broadcaster ITV Angry Over Rumored AppleTV Rebrand

Yesterday’s report that the AppleTV would be rebranded the iTV was something of a puzzlement to Brits. After all, ITV is already an extremely prominent UK television broadcaster, isn’t it? Isn’t that obviously a brand conflict?

That’s just what ITV itself is asking, according to a sketch report by the Mirror, and they are reportedly hopping mad about the rumored name change.

“You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust,” said an ITV insider. “We all take our ITV brand very seriously and we’ll do everything in our power to protect it.

Yup, they went there: the low blow of Antennagate. And isn’t this all much ado about nothing? A rumored name change does not a lawsuit make.

In fact, it seems like Apple themselves are denying the name change, telling the Mirror that the names won’t be “too similar.” Unless Apple’s being patently disingenuous here —renaming the AppleTV to the iTV won’t be “too similar” to the ITV brand because it will, in fact, be identical to it — that reads like an official denial of a name change.

Or is it? According to 9to5Mac, the original Apple comment cited by the Mirror was the “the names won’t be too similar” quote above, but the Mirror article has since been updated to the standard “Apple does not comment on rumors” response.

In other words, the Mirror is a rag engaging in some shady journalism, and has silently edited its story to eliminate some out-of-character verbiosity on Apple’s part. ITV might be mad about this rumor, but Apple’s certainly not ready to comment about it yet.

About the author

John BrownleeJohn Brownlee is a Contributing Editor. He has also written for Wired, Playboy, Boing Boing, Popular Mechanics, VentureBeat, and Gizmodo. He lives in Boston with his wife and two parakeets. You can follow him here on Twitter.

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