Rumors have been flying about the next iteration of Apple TV this year. Yesterday Engaget released more details on the upcoming product from a “reliable source”. The gist is the new device will be styled more like the iPhone 4, only out put to 720p and like everything else in the world, support apps.  In addition to the product updates, the name is getting a refresh. Apple TV will be called iTV, so it will get along better with all of the other Apple “i” products.

The British television network, ITV, is not pleased with this rumor. Pocket-lint got an ITV representative to comment without saying anything directly about the Apple rumor, but emphasizing that they have “vigorously defended” IP in the past.

In summary, there is a rumor that Apple is changing the name of one otheir products that happens to be the same as certain British television network and the network doesn’t like that idea at all.

What will be the future of iTV/ITV? I don’t know about you, but I can’t wait to find out!