Apple initially named its set-top box the iTV when it was first unveiled back in 2006, but its name was changed to “Apple TV” before release following a warning from ITV. It was reported that Apple was planning to change its name back to iTV, and ITV executives were believed to be “furious” over the idea.
Apple promised back in 2010, while Steve Jobs was at its helm, that the company would not use the iTV name, but The Telegraph reports that ITV is concerned that stance may change now that Apple has a new CEO:
However, insiders fear that the world’s biggest company might take a different stance under Tim Cook, who replaced Steve Jobs as chief executive shortly before Mr Jobs died in August last year.As rumors surrounding Apple’s television continue to circulate, the iTV name is increasingly being used to label the device. But it seems the set may in fact launch under a different name.
[via MacRumors]
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