Actually, they have. Same price than the iPod within a dollar. really? can you link me to it please? anyways, apple are just going to either lower their prices for their ipods they sell in stores and they will produce new ones that go above the zune. overall, apple will win - not microsoft. I have yet to see a mp3 player that's complicated to use. And if you looked at the Zune, you'll see it's no worse. As for the iPod being convenient, I strongly disagree - iTunes is VERY inconvenient IMO. MS has a "need" to diversify - and create a mp3 player - to generate revenue, on the player sales, and also a cut on the media sales. It's pretty obvious, they're in the market to make profit, like Apple and all the others. yeah, the itunes program itself it's bundled with useless crap i won't use and it's slow program in general. it's best to the program on apple computers anyways, it's so much faster and efficent. as i said, mp3/mp4 programs without having a program to put your songs on is the best. drag + drop for the win. so much more simple to use as well. (I.E: Zen)