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Look at boom boxes for example. Bose, Altec Lansing, Klipsh, etc., all have boom boxes for the iPod. Options at any price point. How many companies have boom boxes for the Creative players? It's nice to be able to choose from a wide variety of products. Do you not agree?
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Yeah, I think it's very cool... however the other MP3 player manufacturers are doing the same thing - only cheaper.
Apple needs to pay close attention to the market, or they'll get trounced (again).