Apple won't get 'iTV' without a fight

The Apple TV might soon be called the iTV. But U.K. television network iTV won't be happy about it.

Speaking to Pocket-Lint in an interview, Mike Large, iTV acting group director of communications, said his company values the iTV brand and has "vigorously defended" it in the past. He stopped short of saying iTV would go to court with Apple, but indicated his company plans on being the only firm to use the iTV name.

"iTV has a very strong brand, and a highly valued IP," Large told Pocket-Lint. He went on to say that licensing the name, another option for the company if Apple decides to change the Apple TV's name to iTV, wouldn't be acceptable because it could "muddy the waters."

Although Large didn't want to target Apple directly, the U.K.'s Mirror publication spoke with an anonymous source within iTV who was more direct, saying that the company would fight until the bitter end to make sure Apple can't use its name.

"You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust," the source told Mirror. "We all take our iTV brand very seriously and we'll do everything in our power to protect it."

Of course, Apple might decide to keep the Apple TV moniker. It could also decide to use iTV in the United States (iTV doesn't own the trademark in the States) and call it the Apple TV elsewhere. It could also, of course, call it something entirely different.

An Apple spokeswoman said the company "does not comment on rumors or speculation."