ITV has written to Apple to warn the technology giant off using its three-letter name for its long-awaited, “iTV” smart television.

Adam Crozier, chief executive of the UK commercial broadcaster, raised the issue with the company when he took the job in 2010, amid expectations that Apple would follow the pattern of branding used for its iPhone and iPad when it eventually cracked television. At the time, ITV received assurances that Apple would not muscle into its territory, at least in the UK.

But some fear that the company might take a different stance under Tim Cook, who replaced Steve Jobs as chief executive when Jobs died in August last year.

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