When Apple splits up next year, it'll be into Apple Macintosh Inc, and iTunes Media Inc (branded as 'iTunes'.) Despite being the premier multimedia provider, selling online music and video and players to view everything on, iTunes Media Inc will still be named after iTunes, which will remain the computer-side portal to its products and services.
Of course, Apple Macintosh Inc will then be bought by Dell. I don't know what'll happen to iTunes Media Inc, as most potential buyers would scare off potential content providers.