This would be a really complicated issue of it was to happen and I think it's important to first know more about ITV.
ITV is owned by more than one company: ITV plc, STV Group and UTV Media. Each of these companies holds the licence(s) for Channel 3 in their region(s). In the days before ITV plc there were many companies (and regions) in England and Wales, each with their own on air identity and Channel 3 licence so instead of being called Channel 3 or ITV the name would be, for example, Granada - which was one of the larger companies. Since 2004 most of these companies have merged and make up ITV plc. ITV plc uses ITV 1 (which has actually been used since the late 90s) as the name for the licences it holds. STV (licence holder for Scotland) uses its own branding on air and so does UTV (in Northern Ireland). It must also be remembered that ITV plc is a worldwide content producer and exporter through its company ITV Studios (still known as Granada productions in some countries). Examples are hell's kitchen and kitchen nightmares in the US.
Now for the interesting bit related to this article: ITV plc is planning a rebrand of its channels this Autumn. This would include ITV 1, 2, 3, 4. It could be the case that they change the names to something completely different with no mention of ITV. (I'm not sure what would happen to the ITV website, ITV Player and ITV News in this situation.) So ITV plc would remain and so would its subsidiaries like ITV Studios but the on air identity and names of its services would change to something different.
I'm sure some sort of licensing agreement could be thought up by ITV plc/STV/UTV and Apple for it to use iTV. Personally I don't see it happening but in case it does, you heard it here first!
Well this has gone on much, much longer than planned. If you didn't get bored by my (hopefully accurate) ITV history then I hope you learned something.
Source re ITV rebrand:http://www.broadcastnow.co.uk/news/b...036389.article
(behind a paywall)