There is a lot of interesting information out there regarding the correlation between the success of companies (or indeed the lack of it) and national conscience. This bickering simply refers to a particular strand of analysing capitalism. This isn't trolling, obvious examples spring to mind.
Germany - Positive connotations for engineering trades e.g car brands and metals
U.S - Either fiercely Positive / negative associations to food sector and entertainment.
Japan - Pride over its electronics industry.
Crucially, behind this lies the truism that behind criticism of a large, multinational company whose nationality is explicit, particular offence may be taken (especially in the anonymous world of the internet) as a slur on the county itself. Therefore if I was to approach an Irishman and tell him how much I loathed Guiness, he would be more likely to defend it out of nationalistic justification and IRREGARDLESS of whether he himself enjoyed it's taste.
With that in mind consider how this thread has descended into a farce:
Admit it, you're defending Apple because they're American
And you...
...over there
Admit you're defending ITV because they're British.
We all know Apple is now one of the most established brands in the world, and it is obvious that their annual revenue will dwarf ITV's. However, reductionist and immature comments like "Steve Jobs will let nothing stand in his way" etc. will not stand because simply put ITV has worldwide recognition, a longstanding reputation in its industry (it is one of the largest content providers in Europe) and property rights to the name for years, even though this is understandably not tangible in the US.
Rationally thinking, all nationality aside, it is inconceivable that a well-established, long running and globally recognised broadcaster would lose in a legal battle REGARDING IT'S OWN NAME for the sole reason that it has less money than it's challenger. There was a legal spat a few years ago when a locally run U.K restaurant was ordered by K.F.C to remove 'Family Feast' from their menu. Everyone expected them to cave to the threat of the U.S powerattorneys but they held tight, and won.
And finally, the trash of a paper which was the original source of this thread is probably putting a spin on ITV's alleged surprising reaction to the rumour, what with the mentioning of the problems with the iphone4, but there is a realistic and sensible line-of-thought behind it. That is, they would argue that ITV would be tarnished should there be technical problems, delays to the product or indeed anything that would be conceived of as negative P.R and as a company they would need to protect their intellectual property and their own indentity.