Sony's new Walkman range was unveiled at CES in Las Vegas this week. The stand-out device? The NWZ-X1000, which features a beautifully bright OLED screen with impressive battery-friendly levels of power consumption.
Sony's new MP3 player features a 3-inch OLED display and will be made available in 16GB and 32GB models. It also boasts Wi-Fi and noise-cancellation tech.
It is considered by many to be Sony's attempt to improve upon - and steal vital market share from - Apple's popular iPod touch.
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Sony's NWZ-X1000 is fully touch screen, but it also has a bunch of proper buttons located down the side.
If the quality is good, which we hope it should be given Sony's reputation and – crucially – if the price point is not set too high, this may well just give little ol' Apple a run for its money.
We'll bring you more details on Sony's new Walkman including pricing, details and first impressions as soon as we can.