A recently published US patent application from apple reveals a media device, along with its menu and content systems. What’s interesting though is that the application features several menu diagrams and even screenshots that utilize the name “iTV” as opposed to Apple TV (the current product).
Notably, the patent was filed in March of this year, so it looks like Apple is working with an entirely new product rather than just dealing with an old patent where they haven’t decided on a name for the current Apple TV yet. With the heavy rumors and predictions that we’ll see an actual TV from Apple later this year, it could be that Apple has been saving the iTV name just for that purpose.
Check out the patent for yourself in the PDF file, as well as additional shots of the interface, below.