Sixty-seven percent of all digital music players are now iPods, with the majority of those owners using Apple's iTunes, as well as purchase iPod accessories to use the iPod in the house. In order to compete, Microsoft would need to offer something new, according to Business Week. The most likely option would be for its device to include games. Business Week notes that "if the new device comes with the Xbox brand, most consumers will view it as a game player, like Sony's PlayStation Portable [which]might limit its appeal, since the portable gaming market is much smaller than the one for digital media."