UK Broadcaster “Furious” Over iTV Rumor

Following rumors that Apple will rename its Apple TV home entertainment console “iTV,” U.K. broadcaster ITV is said to be in a tizzy. Insider sources claim the broadcaster’s management is “furious” over the possibility that Apple might be considering using the iTV name, and are already meeting with lawyers to discuss the situation, according to The Mirror.

According to the latest round of rumors, Apple is allegedly planning on changing the name of its Apple TV set top box to iTV. The iTV is said to run iOS instead of Mac OS X, use an A4 processor similar to the iPhone 4, and to introduce an Apple-branded music streaming service.

The fact that this is all rumor without any tangible evidence to back up the claims, however, doesn’t seem to be slowing down ITV.

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