Apple's 'competition' in the MP3 player category are starting to get desperate as evidenced by SanDisk's recent iDont campaign
. The premise of the campaign is to try to influence would-be iPod purchasers that doing so would make them like like sheep in a herd. What I don't think they really "get" is that owning an iPod is cultural. It's being independent and owning a small piece of art that works exactly like it should.
Creating a nicely designed package (which SanDisk's alternative is not) is not impossible, but it's more than that. It's being part of something...a community of people who act and think independently. This may effect some disheartened Dell DJ owners who tell themselves their DJs are just as good as an iPod, but you don't see those people showing their devices off to friends or following Dell DJ news.
marketing, apple, innovation