So, if you can't beat 'em, copy 'em? That seems to be the premise of Microsoft's full-on foray into the world of digital music.
They criticised Apple's massively successful 'closed' iPod/iTunes/iTunes Music Store ecosystem, then tried and failed to effectively compete with their PlaysForSure concept.
So, now Microsoft have seemingly decided the 'closed' platform that has worked for Apple is the way forward for them as well. Hence, 'Zune' - the new media player/software/online store combination they announced last week.

It works pretty much exactly like the iPod - you buy the Zune player, load the Zune software onto your PC and buy music from the Zune Marketplace (online store). It doesn't work with PlaysForSure or anything else, it only works with itself, just like the iPod.
That is a strange choice for Microsoft. They and their partners have been preaching to us that PlaysForSure is so much better than Apple's iPod world because you can buy any PlaysForSure device from the likes of Samsung, Toshiba, Creative, Philips, Archos etc. and buy music from any PlaysForSure online music store such as MTV's URGE, Napster etc. and they will work together. The perfect antithesis of the iPod world.

Zune flies in the face of PlaysForSure, ignoring the concept of interoperability and puts Microsoft in direct competition with their former partners. Most analysts are predicting that it will be these partners that Microsoft steals market share and sales from - not Apple.
So, what of the new Zune device itself? Well, honestly it seems OK, certainly not groundbreaking and I don't think an iPod killer. Not yet anyway. But it does have a few features the iPod is lacking, for example a 3" widescreen display and wireless song sharing abilities. You can share full-length tracks with other Zune users for up to 3 days or 3 plays, whichever comes first, after which they can flag the song for purchase in the Zune Marketplace. You can also share playlists and photos.
But it's also a fair bit heavier and thicker than the recently updated 30GB iPod and supposedly has slightly less battery life.
The Zune specs look like this:
- 30GB hard drive
- QVGA resolution (320 x 240) 3" widescreen display
- WiFi
- Supports h.264, MP3, AAC and WMA
- Built in FM tuner
- Available in white, black and brown
The two advantages they have over the iPod, the larger screen and WiFi, I expect Apple are already planning on introducing with the 'true' video iPod that has been so anticipated and much rumoured.
I really think if Microsoft want to break the iPod monopoly, they need to make a leap right over Apple and do something new and innovative. Zune is effectively a (poor?) clone of an iPod and that's not going to win them anything. And they certainly can't let Apple beat them on battery life and physical size.
Of course, there has been no mention yet of pricing and with Apple just lowering the price of the 30GB iPod to $249 / £189 Microsoft will find it hard to compete with Apple's massive buying power and economies of scale.
The reaction of prominent
bloggers and industry
analysts has been muted as well, most seem to be quite skeptical that Microsoft can make a big impact on Apple.
Microsoft are clearly very serious about Zune, are investing a lot in it and have J Allard, the brains behind the Xbox 360, running the program. My feeling is that this is just the beginning of their move into this space. I expect, like Apple, over time they will introduce more devices that compete more fully in all areas and slowly build their platform up.
Overall I think it's a good thing to have a decent level of competition in this industry. It will also bring the best out of Apple and force them to keep innovating, which can only be a good thing for the consumer.