Apple is threatening to sue a US TV company over posters that mimic the iPod ads.

Fuse posted the music-channel ads around New York City on Monday and the campaign is booked to appear in US magazines and in an online campaign.

The campaign is called Watch Different - perhaps mimicking Apple's Think Different, and involves silhouetted models against colourful backdrops.

The New York Post reports that Apple has received calls from outraged iPod users over the ads.