More patent disputes coming in iPod arena?

Of a new patent issued to Creative, Sim Wong Hoo of Creative states: 'We will pursue all manufacturers that use the same navigation system. This is something we will pursue aggressively." Mr Sim was speaking at the launch of Creative's latest rival to the iPod video, the Zen Vision: M.

Creative are touting the Zen as a far more powerful player than Apple's offering, with additional functions such as FM radio and a built-in mic.

"We are focused on the technology," he said. "This is still a technology marketplace."

"This is the key difference between a technology company and a branding company," he said, taking a side-swipe at Apple's successful marketing campaign for its iPod.

Whether in electronics, drugs, or detergents, marketing is the key component to selling a product.