LG has unveiled a new portable audio player that directly competes with Apple's first-generation iPod shuffle. The UP3Flat is shaped similarly to the dated iPod, and similarly forsakes an LCD display in favor of simple controls. The player ships in 512MB, 1GB, and 2GB capacities with a Chocolate-influenced glossy black exterior. The LG UP3Flat boasts a minimalist front face with only volume buttons and LED lights visible to the eye. Actual playback controls are located on the side of the device, according to Electronista, and the Flat's USB connector is retractable to prevent loss or tangling. The new LG player includes a battery life of roughly 10 hours with support for playing MP3, OGG, and WMA files. The device is already shipping in China and South Korea for prices beginning at $50.