updated 10:40 am EST, Mon March 21, 2005
iPod knockoff a PR stunt
An iPod shuffle knockoff shown at CeBit by LuxPro may have been nothing more than a , according to information collected by Jack Campbell from DVForge. "The Super Shuffle is not in production by LuxPro ... There is no intent by LuxPro to ever put the Super Shuffle into production ... LuxPro is looking for companies to hire LuxPro to build uniquely designed players, based around the same electronics inside the Super Shuffle ... the entire CeBit sideshow was planned from the start as a gambit to gain a hugely disproportionate share of the industry's attention, so as to find a few customers for the Super Shuffle's electronics." Campbell concludes that "there will be no Apple lawsuits, no Super Shuffles fighting their way onto racks at Circuit City, no angry mobs of Apple lawyers storming the LuxPro factory. This was not a prank, nor was it an act of blind stupidity. In my view, it was one of the most clever PR maneuvers I have ever seen executed by a small company."