It's an Apple experience. The integration, the hardware, the software; every detail has been thought about.

It's relatively simple. We have world class hardware, software and services -- it's rare for a company to have one of those, but we have all three. We can bring products to market quicker and we can move faster than competition because we control everything. It's a difficult equation for our competitors to match.

We thought about how we could design the player inside and out to be as small as possible. That had to take into consideration not just technological components, but human factors like what is the right size for the click wheel, the right size (and) and resolution for the display.

By making it even more affordable, we want to continue to grow and enlarge the market.

With the increased attention in this area, we want to offer customers an easy to use option to set their own personal volume limit.

It's another step in that direction.