ITV bosses have taken legal advice over a mooted change to the name of Apple TV, the Mirror reports.
A rumour circulating this week suggests that Apple will rename the media-streaming box to iTV — the name under which it was first unveiled before being rebranded when it went on sale in February 2007.
But according to the Mirror, senior executives at the UK broadcaster are “furious”.
The newspaper’s website cites an unnamed channel insider: “We all take our ITV brand very seriously and we’ll do everything in our power to protect it.”
The “iTV” rumour has Apple putting iOS on the device, allowing users to download apps — most notably games — as well as music, movies and TV programmes.
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