When we reported that the next generation Apple TV will be renamed iTV, some of our readers in the UK had pointed out that the name would clash with UK television network ITV.
It looks like ITV bosses are already getting worked up about the name change even though it is only a rumor at this stage.
ITV bosses are furious and meeting with lawyers this week to stop the move in the UK.
The broadcaster, who owns the trademark to the name ITV in Britain, will also weigh up its options on a global ban.
A channel insider said: "You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust. We all take our ITV brand very seriously and we'll do everything in our power to protect it."
It is worth noting that the device was in fact known as iTV back in 2006 before it was launched as Apple TV in January 2007.
It will not be the first time Apple has used a name for their product that was owned by some other company. Even the "iPhone" trademark belonged to Cisco at the time the phone was launched. Cisco had also agreed to license the iOS trademark to Apple for use as the name of Apple’s operating system for iPhone, iPod touch and iPad.
It will be interesting to see if Apple decides to ignore the risk of being sued by ITV and goes ahead with its plan to relaunch Apple TV as iTV.
So which name do you prefer? Let us know in the comments.