There have been rumours that Apple plan to refresh their Apple TV box for some time, possibly close to a year. In the past week or two rumours have started to fly that the refresh is going to happen soon and that it will mean a name change too - it will be rebranded as the Apple iTV.
When I first heard this news I thought it may cause a few branding issues in the UK due to ITV being the name of a channel. Way ahead of me the lawyers for ITV seem to be investigating whether this is going to happen and whether they'll have a case to take Apple to court over it. I think there's a pretty good chance that if the name change does happen that ITV will be in with a strong case to protect it's name which may mean either a name change for the UK market or Apple having to license the name from them.
