Big-wig corporate bosses found more small matters to complain about this week, and instead of throwing their weight around in the boardroom are spitting feathers in the mainstream newspapers.
Earlier this week, American iPod giants Apple announced plans to rebrand Apple TV as iTV. The proposed naming of the station however has seriously upset Executives at ITV, Britain’s longstanding and oldest commercial television network. The Mirror.co.uk reported ITV bosses are “furious” and have already called their legal representatives to “stop the move.” Even though Apple haven’t officially named their proposed TV channel yet, it would appear they will are going to need a rethink before they do or suffer the consequences.
The idea behind Apples intention is simply to rename the 2007 release of Apple TV which allows easy access to hire and purchase HDTV movies and music videos to play directly though your television set. But their intention to add the “i” at the front to keep it in sync with other Apple products, iPod, iPhone and the 2010 gadget iPad, is making grown men spit their dummies out.
This is not the first time Apple have sparked controversy over the naming of their products. In 2007 the American company were sued by Cisco when they announced the naming of the iPhone. The dispute was settled amicably a month later with both firms agreeing to retain their individual rights. The arrangement between the parties remained confidential.
And when Apple announced the launch of the brand name, iPad, it emerged the Japanese IT specialists had owned a similar touch-screen product with the same brand name since 2002. That didn’t deter the Americans however and it was declared by the U.S Patent and Trademark Office that Apple had obtained the “entire interest” in the iPad trademark.
The Americans clearly are not abashed to throw their weight or their money about to obtain what they want, but will tackling an established British TV station be taking their branding project one step too far? It seems a big fuss over a little name. Tch. Corporate Executives!
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