The title should read "Sony plans second attempt to dethrone iPod"

Sony has tried to steal the iPod's market for years and hasn't been able to make a dent; and based on 5.5 million units forecasted for the next year, they don't sound like they are too encouraged about their chances.

Isn't that what Sony has been "planning" all along. The only way Sony can make an impact is to be creative and provide something that the iPod/iTunes/iTMS from Apple trio does not offer. Unfortunately (for Sony), creativity is something that has been lacking at Sony in recent years.

In fact, the only way to challenge iPod at this point is not to be "the next iPod" or "the better iPod," but instead try for something that is significantly different from iPod (so the "focus on design and long-battery life" is not going to cut it).

as much as aac is better than mp3 & i applaude apple, if cd's stop production the quality of audio will be lost... So will rights as downloads are competing at the moment...

Voice an opinion with your wallets!!! It's the only language suits understand...

...what have you been smoking?

Sony forging ahead with next failure, and prepared to lose millions, again!

"…and its recently launched A-series Walkman digital music players are on sale only in Japan and Europe"

Hmm, so what's that, like ?60% of the world wide market?

again????

Everyone will try to dethrone the ipod...but it is just too "expensive" for the average user to say, time for a new music player. Plus, all their existing songs, and comfort with iTunes...

Have you ever switched/upgraded iPods? One of the easiest things in the world. It will just take your existing playlist and put it on your new iPod (something Apple does not mention frequently enough). Also, consider please all the additional peripherals!

As long as Apple continues to make a good solid product with decent support, it will take a lot to usurp its market position.

I herby plan iPod competitor. Late May 2006 this emerging entrepreneur will embark on a market research trip to the Tokyo area. This news release includes "forward-looking statements" including, without limitation, statements regarding my expectations, beliefs, intentions or strategies regarding the future. These statements are subject to many assumptions, risks and uncertainties that could cause actual results to differ materially from those expressed or implied in the forward-looking statements.