Technology giant Apple new TV is speculated to witness no so happy launch. Apple is reportedly preparing to re-launch its set-top box under the new name iTV, seeking it to be an appropriate one to comply with its long chain of other i-products.

However, U. K. television network iTV seems to be irked by its decision.

The Company has always honored the iTV brand and has striven to defend it in the past, Mike Large, iTV Acting Group Director of communications, posted while speaking to Pocket-Lint in an interview.

Although, he did not directly quote that the Company would sue Apple in case it officially uses the label, yet insisted that his Company would not permit the use of the iTV label by anyone and is firm on its plans to be the only Company to use it.

"You only have to look at recent problems with the iPhone 4 to see not everything Apple produces is gold dust", an anonymous source told the U. K.'s Mirror publication. "We all take our iTV brand very seriously and we'll do everything in our power to protect it".

However, it has been suggested that Apple has full right to use the name iTV in United States as it is not a registered trademark in the States and calls it Apple TV elsewhere.