Independent British broadcaster ITV has reportedly written to Apple to request that it doesn't use the name 'iTV' for its expected connected TV set.

The Telegraph reports that the company's chief executive, Adam Crozier, is concerned that Apple will follow its standard nomenclature for the as-yet-unannounced product.

ITV has apparently raised the issue with Apple before, though it seems Crozier feels the need to make the point again now Apple has a new CEO in Tim Cook.

The Telegraph report is short on details, though it is worth pointing out that many analysts have long referred to Apple's expected smart TV set as the iTV. Apple would be wise to avoid any confusion with the Apple TV, an existing product, if it wants to make its smart TV set as consumer-friendly as possible, though there is perhaps a chance that Apple could call the new set the iTV but use a different name in the UK.

However, this is unlikely to be acceptable to ITV if, as expected, Apple makes moves into the content market, rather than simply providing the hardware.

Apple TV set: What we know so far

Earlier this month analyst Peter Misek of Jeffries issued a report to investors that outlined some of the approaches Apple could adopt for securing content for the device.

While Apple could either create or seed content, or perhaps buy exclusive access to content, it is more likely to enter into a series of non-exclusive content deals for the service, relying on its superior ecosystem and user interface to persuade consumers to buy such a device, Misek reckons.

"Ultimately we see Apple as being very creative and diligent in how it will acquire the content necessary to drive its ecosystem to the next level. We believe video content is a major focus of Apple based on what we have gleaned from looking at seeded code, patents and doing channel checks," said Misek.

Though Apple has never said anything official about its connected TV project, it is thought that two Canadian network operators currently have prototype devices in their labs.