ITV has denied that there is any truth in reports that it has approached Apple to warn it off using the ITV name. The Telegraph suggested this morning that British television network ITV's CEO Adam Crozier had written a letter to Apple regarding the use of the name iTV in its products, which reflects a number of recent rumors regarding a forthcoming Apple-branded TV.

In a statement to The Verge, an ITV spokesperson said that, "The Telegraph's piece is entirely speculative, and there has been no recent dialogue between ITV and Apple. ITV has no further comment on the matter."

This isn't the first time that the link between the TV network's brand and Apple's home entertainment products has been made. Back in 2010, with rumors circulating that Apple was set to rebrand the Apple TV line to iTV, ITV's Group Director of Communications Mike Large told Pocket-lint that "ITV has a very strong brand, and a highly valued IP," suggesting that it would defend the name strongly if necessary. While ITV's denial of the latest rumors might not mean that this stance has changed, it seems that there's been no new negotiations to spark these reports.