New Name For iTunes Store?

More Apple pre-announcement speculation: TUAW is wondering if Apple is about to change the name of the iTunes Music Store to Showtime. That particular name switch seems unlikely to me for a number of reasons, including the fact that a cable channel already has that name. But you gotta think that an ITMS that aims to sell lots of movies may someday ditch the "tunes" and/or "music" from its moniker...sooner or later.