I think they are beat on that one, ITV is a major broadcaster in the UK and has been for decades. Given that UK is an important market for Apple, they probably don't see it feasible to have a different name for one country.
I dunno, Apple might be able to get away with the iTV, as long as they make damn certain it's not affiliated with ITV.
I do think it's feasible to have a different name for the UK. Just call it Apple TV there. Sure, people will refer to it as the iTV, but officially, there will be no problem.
I already knew about ITV, BTW, but had forgotten what country they're in. Thanks.