Apple are finding out that to stay successful, they have to keep innovating to stay in the market. They don't need songs that can only be played on ipods, they need ipods, that will make people play any songs they have on them. There is more potential for ipods than music, and the way it is being sold today. Innovation is going to allow many new functions to be available that are more than bells and whistles. If a company doesn't adapt to suit the customers, they lose the customers.