Apple names its telly gizmo iTV

In a move guaranteed to cause confusion on this side of the Pond, Apple is apparently going to update its TV device, re-branding it iTV.

Engadget reports that the Apple iTV, will cost just $99 and come with the internal characteristics of an iPhone 4. Luckily the outfit won't have to supply the aerial.

Apple will apparently swap the x86 components inside the set top box for an ARM-only platform with 16GB of flash storage.

Engadget reckons Apple's iTV will be limited to 720p content. The desktop iPhone will get apps and access the App Store, which may explain why Apple is limiting its output to 720p.

What ITV the TV channel operating in the UK for aeons has to say about the matter remains to be seen.