Mr Sim was in London for the launch of the Creative Zen Vision: M in time for the seasonal Christmas rush.

BBC: Creative Zen Vision: M

This announcement comes on the heels of Creative releasing the Zen Vision:M player, which seems to "borrow" some Apple design elements.

ENGADGET: Creative: "Just try it, Apple"

In tests conducted on a Creative Zen Vision M, CNET was able to get 16 hours out of the player when listening to generic MP3s.

ENGADGET: Is DRM sucking the life out of your MP3 player?