ITV warns Apple over 'iTV' smart TV branding

ITV has reportedly contacted Apple to warn the US firm against using the "iTV" branding for its much-rumoured new smart television product.

Adam Crozier, the chief executive of ITV, initially raised the issue with Apple when he took over at the commercial broadcaster in 2010.

This followed speculation that Apple would follow the iPod, iPhone and iPad model when it eventually took a significant stride into the television market.

According to The Daily Telegraph, ITV received assurances at the time from Apple that it did not intend to use the branding, at least in the UK.

But insiders fear that the company could take a different position under the leadership of Tim Cook, who took over as chief executive last year shortly before the death of Apple co-founder Steve Jobs.

Apple has offered its Apple TV product for many years, but the device had been described by both Jobs and Cook as "just a hobby", while sales have been modest.

But expectation that Apple will release a full-blown connected TV product this year or in early 2013 has reached fever pitch following a string of reports and revelations.

Last week, a Canadian newspaper reported that Rogers and Bell, a telecoms company in the country, already had an Apple television in its laboratories.

The report indicated that the TV featured the Siri voice control system featured in the iPhone 4S, but also had motion control similar to Microsoft's Kinect system.

A poll by electronics retailer Best Buy also recently discussed a 'theoretical' 42-inch flat screen Apple television that would be priced at $1,499 (£951), would feature apps and could be controlled using an iPhone or iPad.

Any move by Apple into connected TV is expected to signal the firm's expansion into content rights, which could seriously shake up the broadcasting market.

Apple, the world's second most valuable company, would need to stream television programmes and films on its TV product to really gain traction with consumers.

Earlier in the month, Piper Jaffray analyst Gene Munster put forward three scenarios in which he thinks Apple could take a major stride into connected TV.

The first would involve Apple creating a live TV interface similar to the platform offered by digital video recorder giant TiVo, and then partnering with the existing digital TV providers to provide services to users.

A different scenario would involve Apple directly offering live TV from network channels in combination with other web-based video services, such as content apps.

But the third option put forward by Munster would involve Apple offering monthly pay-TV options on "an a-la-carte basis", featuring live TV packages tailored to each user.

He said that this would be the "most challenging" yet also most "disruptive" option, as it would involve Apple controlling the entire television experience and going head-to-head with the pay-TV providers.

Other analysts have suggested that Apple could purchase an entire production business, which has led to speculation that the wrangle with ITV could be settled by Apple, which has more money that the US government, simply buying the UK broadcaster.

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