And not content with anything less than total domination, in January Apple introduced the iPod shuffle, a flash-memory player, which is naturally smaller and better looking than anything the competition can yet muster.

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And when Apple introduced its iPod "shuffle" digital music player in 2005, the company added a "Do Not Eat" warning on its Web site.

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In 2005 Apple reinvented the iPod again, introducing the even smaller Shuffle, with flash memory and no screen.

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The phone was equipped with a 128-megabyte Sandisk TransFlash memory card--just one-quarter the capacity of Apple's smallest iPod, the 512-megabyte shuffle, which holds about 120 songs.

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And when Apple (nasdaq: AAPL - news - people ) introduced its iPod "shuffle" digital music player in 2005, the company added a "Do Not Eat" warning on its Web site.

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In any case, the iPod shuffle has proved the product's vaunted "halo effect" in that, when Apple introduced its new iPod in January, everybody stopped talking about how many copies of Halo 2 Microsoft shipped during December.

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