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CUPERTINO, California -- Apple has introduced a new digital music device called the iPod that can store 1,000 songs and copy a CD in 10 seconds. About the size of a pack of cards, the 6.5 ounce portable device is based on a 5-gigabyte hard drive. It syncs automatically with Apple's iTunes software via a speedy FireWire connection, allowing consumers to have a jukebox full of songs at their fingertips.
Unveiled on Tuesday by Apple's CEO Steve Jobs at a special event at Apple's campus in Cupertino, California, the diminutive player allows consumers to download their music into the tiny system in less than 10 minutes.
"It's never been this fast or this easy before," Jobs told assembled reporters.
The iPod is expected to hit Apple's online store and the company's retail outlets on Nov. 10. It will cost $399.
For all Jobs' excitement, though, Apple users at Mac discussion sites seemed a bit crestfallen that the device wasn't as revolutionary as the company had promised last week.
Indeed, many said it was over-priced and under-powered.
"Apple has introduced a product that's neither revolutionary nor breakthrough, and they've priced it so high that it's reminiscent of the Cube," a post on MacSlash said.
The message then offered some ideas for what "iPod" might stand for. These won't make Jobs happy: "I Pretend it's an Original Device," it suggested, or "idiots Price Our Devices."
Others offered "I'd Prefer Owning Discs!" and "I Prefer Other Devices." There were some people who liked it, of course ("Impressive Piece of Design") but it was stunning how many seemed at least indifferent to the new toy.
Jobs showed a video of several musicians trumpeting the wonders of the iPod, including Moby and Seal.
"With this MP3 player, I held it and 45 seconds later I knew how to use it," said Moby.
The device has an unusual circular scroll-wheel that lets users search through their music library by playlist, artist, or genre.
The iPod can also be used as a portable storage device for non-music files. It will allow Apple users to transfer files from one Mac to another, for example.
The iPod comes with a pair of high-quality earbuds. It features a rechargeable battery, which automatically tops up when the device is connected to a Mac, via power through the FireWire cable. It supports a variety of compression formats, including MP3, variable bit rate, and Wav.
The device will only work with Macintosh computers. However, Jobs hinted that the company is looking into making the iPod compatible with Windows, although that will be after the current holiday season.
The iPod was praised for its ability to liberate digital music collections from the PC.
"So many people have so much content on their PC that they are just dying to take it away from there," said Lee Black, Webnoize's director of research, in an interview last week. "You don't want your PC to be your main entertainment center."
Apple also released a new version of iTunes. Version 2, which adds an equalizer and the ability to burn MP3s to CD, will be available as a free download in November.
And the company said that a second version of its DVD-making software, iDVD 2, will be available for download next week.
Apple hailed Tuesday's announcement as "the unveiling of a breakthrough digital device." However, there are plenty of other digital music players on the market, many of them for a fraction of the price.
Creative's latest version of the Nomad Jukebox, called the 20GB, allows people to store 340 hours worth of music. It has a 20 GByte drive and also costs $399.
But Jobs said this device is a breakthrough for its size and ease-of-use, and because the FireWire connection is 30 times faster than the USB connection used by other MP3 players.
"I think this blows them away," he said.
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