The Design Week Awards 2007 crowned Apple's second-generation iPod shuffle as the winner of Consumer Product Design. "If the future is deemed to be digital, then design is well equiped to play its part, judging by the wealth of great projects earmarked for fame in the relevant categories of this year's awards," wrote Design Week Awards. "We were in a quandary with Consumer Product Design. Thought there was a wide variety of intersting products, there was also a raft of entries from Apple's design team, of which, though all were excellent, only the Shuffle was truly 'new'." The organization says the quality of Apple's products, packaging, and "enticing" presentation sets the benchmark while creating a compelling "itchy wallet" syndrome that makes the company successful.

"It feels a bit unfair to all the other entries, which were mainly very good indeed, that Apple -- with its relentless commitment to innovative and evolutionary design, and its attention to detail -- should again win pole position."

The iPod shuffle is described as a simple "beautifully executed" concept with minimal re-usable packaging deemed a "fantastic value" for the money.