Eminem Takes On Apple, MTV

Eminem's music publishing company is taking on Apple, alleging that the computer giant used one of the rapper's songs in a commercial without permission.Eight Mile Style claims a commercial for Apple's iTunes downloading service used "Lose Yourself" without the proper permission.The commercial features a 10-year-old singing the song. The advertisement started airing in July of 2003 and was also featured on Apple's website.According to the lawsuit, Apple CEO Steve Jobs called Eight Mile Style's manager Joel Martin for permission, only to be rebuffed."Eminem has never nationally endorsed any commercial products," the lawsuit reads. "Any endorsement deal would require a significant amount of money, possibly in excess of $10 million dollars."Apple, Viacom, MTV and the TBWA/Chiat/Day advertising agency are named in the lawsuit.