ITV, Britain's biggest commercial broadcaster, has written to Apple warning the company not to call its HDTV the "iTV," reports "The Telegraph" (http://macte.ch/gShvw).

Of course, Apple has never said it was planning its own branded television set, dubbed "iTV" or something else. But just in case the rumor mill is correct ITV, the broadcaster of popular period soap opera, "Downton Abbey," doesn't want to take the chance its own name might be diluted.

Adam Crozier, chief executive of Britain’s biggest commercial broadcaster, raised the issue with the company when he took the job in 2010, and purportedly received assurances that Apple wouldn't muscle into its territory, at least in the UK. However, insiders fear that the world’s biggest company might take a different stance under Tim Cook, who has replaced the late Steve Jobs as CEO, notes "The Telegraph."