Now Apple has released its first portable video product, Apple's next battle can now commence. Forget the iRiver, the Sony MP3 players and even the PSP. They don't even register....

Now Apple has released its first portable video product, Apple’s next battle can now commence. Forget the iRiver, the Sony MP3 players and even the PSP. They don’t even register. Apple’s true enemies are the mobile phone brands.

Apple must face this battle – the Battle For The Bulge – because the mobile phone brands have already got the upperhand. You see, in the end we’ll only want to carry one device in our pockets. A phone AND a media player is one bulge too many in our tight designer London Denim jeans.

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