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Details of the lawsuits - filed in London and California - are sketchy, but are believed to relate to Apple's use of the AppleMusic brand to promote the iPod, iTunes and the iTunes Music Store. In a move which would appear to be a consequence of The Beatles' action, Apple's website has been altered with the main Music header replaced by iTunes; www.apple/com/music now redirects you to www.apple.com/itunes.

It is not the first time the two have come into conflict. Apple Corps (The Beatles' record label) sued Apple Computer when the company started, and won with a large cash settlement and an agreement that the Apple logo and name would only be used for computers. The Beatles sued and won again some years later, when the first audio-capable

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Macs were produced. The band is believed to have secured some $50mn from these lawsuits.

A 'legal insider' told Fox News Channel in the US that, 'When it first happened with the iPod, we said, "What could they be thinking?" They knew we had the agreement, and that we'd won a lot of money from them already.'

Somewhat ironically, The Beatles' Paul McCartney claimed last October that he had a hand in 'advancing Mac technology', adding 'that to me is really exciting'.

Apple, as ever, has declined to comment. UK law firm Eversheds, representing Apple Corps, has yet to release further details of the lawsuit.

The Beatles are conspicuous by their absence from the iTunes Music Store, and the band has always zealously protected its brand and the right to reuse its back catalogue. What's more, this latest legal challenge could hold up the expansion of the store outside the US.

What Apple Computer does now will be intriguing to watch. Should The Beatles win this latest confrontation - and on past evidence we have to say that looks likely - the company will be probably be faced with a huge cash payment and in all likelihood the prospect of paying royalties in perpetuity from the lucrative Music Store. The alternative, however, maybe harder to swallow: the complete rebranding of the company. Any suggestions?