This thread has gone down the predictable, breathless, hysterical and nonsensical route I thought it would before I clicked on Comments for the story.
Bringing it back on track, can some please remember:
1) The story of the name switch to iTV was a rumour
2) The Mirror story is a rumour
3) Those questioning UK law don't have a clue. It is one of the most litigious countries in the world with an effect that crosses borders. Super-injunctions are run here, not the US! When US companies/celebs take cases to court, they deliberately use the UK and not the US. Same with trade disputes. I'll mention Trafigura or Andrew Marr before this site is swatted upon.
4) ITV (TV Company) has a right to defend its copyright. Whatever those here might think of its reputation or output, it has the right to uphold it. And as far as I can see, Apple will lose.
5) ITV, although having a UK base, has worldwide interests and has therefore a UK/US (and more) trademark.
6) This has not been mentioned in the thread, but people are fogetting ITV has been involved in an set top digital content box. This was under the umbrella of ITV Digital, and although it has now folded, they likely hold strong trademarks and conditions on the ITV name attached to digital TV and content provision.
7) Although not the greatest name, people know what the Apple TV is, and to change it again just adds to Apple's mess of this project. The whole "i" naming is very 1990s anyway.
8) Oh, and Apple can't just buy ITV off the shelf. Unlike Channel 5, there are laws preventing this. ITV is also a group, so Apple would need to buy them all.