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.