Creative have had a hard slog in the media player market. They have consistently produced reasonable players but have had a hard time taking any market share. The reason is comes down to brand positioning and innovation, both of which they sorely lack. The new Zen XFi2 continues their trend of players that produce excellent sound and a wide range of features. The design is much more streamlined and attractive than previous players but there is no real innovation in the product and as such, they will undoubtedly join the background noise of the MP3 market dominated by the Apple iPod.
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