Zune which is a music player that was released in November of 2006 by Microsoft. Its' aim was to compete against the iPod but it ultimately failed. The only feature that it had which the iPod did not have yet was users could share music from player to player. The reason many people believed that it failed was because of the style and it lack simplicity like the Apple's interface. Even Robbie Bach, the former boss of Microsoft Zune understood why his product was not successful saying that, "the Zune was too little, too late, and that Microsoft never gave consumers a real clear reason to buy one instead of the market leading iPod."

When Zune came out I believe consumers expected something more and better than the iPod since it was at the top. I believe that consumers did not really follow this product due to that the fact that it was too bulky and it did not work with the iTunes store. Overall Zune became 36 on the amazon list under a list of other mp3 players. Today you can still find Zune products but it is not as popular anymore because a lot of people stuck with their Apple products.