I tink sony will fight the Zune. I'm not shure how, but they'll shure go and try to beat them! I personally think Microsoft won't have a big succes with the Zune because of some serious lack of experience imho. Sony created this market segment somehow and the only thing aplle did is jumping in on the right moment with the right solution while the big S was sleeping. I think sony MUST stick to the walkman brand! it's so well-known. they just have to boost it's image. If sony only could open up the atrac format! That would be a succes I think (imagine an ipod with atrac ). I'm personally not a fan of color screens in DAP's, but I think, since people are demanding colour screens, sony woul be smart if they put a very neath OLED colour screen in it's new device. Put in video and foto support, the icon based menu of the nw-a series and a good battery and sony would be one step closer to beating apple. If they get rid of the SonicStage software (drag&drop for example), very wide format/codec support (like AVC, MP4, AVI, DIVx, JPG, BMP, PNG, MP3, AAC, OGG, and offcourse atrac) and come up with an attractive name (not nw-a1000 anymore but something like 'walkman Zero', zero indicating a new start for walkman), combine that with an super stylish design with use of materials like metal and magnesium and carbon and stuff like that and they'll blow the ipod away! but I'm afraid that's something I can only dream of..