I am calling Apple’s TV “iVT.”
For one, “iTV” is a trademark, so that’s out — especially with all the aggravation Apple has had with “iPad” in China.
Secondly, “iVT” makes more sense: Interactive Video and Television. (If people want to be lazy and still call it “iTV,” Apple can’t stop them — but at least Apple won’t be doing the trademark infringement.)
And the following is not a comprehensive list.