Creative is launching a small-capacity MP3 player that has the same capacity but the half price of Apple’s Shuffle player. Known as the Stone, the new £28 (US$56) player will be available in six glossy finishes: black, red, pink, blue, green or white and has a capacity of 1GB. Depending on the bitrate chosen, the Zen Stone will be able to store up to 500 songs in MP3 or WMA (Windows Media Audio) formats, though this figure is at the low recording rate of just 64kbps. Creative says the built-in battery will last for 10 hours between charges. Creative is aiming the player at fitness fans such as those who enjoy a workout at the gym to skaters, snowboarders and free runners.

Sim Wong Hoo, the chief executive of Creative, said. “This is an incredible price for everyone to get a superior quality MP3 player capable of holding up to 250 songs. Whether it’s your only player or a second player to take with you anywhere, the low price lets you think of MP3 players in a whole new way. You can loan it to a friend just like you would a CD or a mix tape and not have to worry about it.” Just a couple of months ago, Creative’s spokespeople led us to believe that the company seen as Apple’s biggest rival in the MP3 player market “aren’t really pushing MP3 players at the moment”. Now, it seems,Creative was biding its time before coming back at Apple’s redesigned, tieclip-sized Shuffle. The Stone even supports Audible books — something that Apple iTunes site has offered for some time. Well, although this design looks little childish and too much plastic, I like this idea of 18 gram mp3 player and the price is also very competitive.