So Apple announces some new iPods today. As mentioned earlier, the product that Zune is supposed to kill has a lot more stuff and is now $50 less. I expect the market will fix that issue.

However, the iTV project makes things really interesting. Now that Apple has the ability to be in my den, my car, my living room and in my pocket, what does Zune have?

Well, it has 3 of the 4. It even has built in FM transmitting capabilities, so the whole 70% of cars have iPod argument is a little moot.

But here's the thing that gets me. Amazon's Unbox is being called a "true" competitor to iTunes. But let's do the math shall we, …

If you want your movie on a portable media player with Amazon, you have to buy a different version. You can download to your computer, but it won't work with the same file format. Sure, you get a discount for buying both versions but … who wants the hassle (or the cost).

iTunes - one purchase - works on iPod, Computer (PC or Mac), and Television Set with iTV.

Can we hook up our computers to our TV sets? Sure, but what about remotes, etc.?

Apple is making it easier and classier and cheaper.

Zune will have video, but as far as we know right now, we can't watch it on our televisions. And, if we can, I'm going to doubt it is at near DVD quality.

Does iTV make Zune moot? Not if Zune heads for a different element - the all in one box. If I can Podcatch from anywhere with my Zune, I don't need to hook up to, or buy, anything else to make it work. We've seen there is some option for Podcatching in the firmware - I just hope Zune releases with it.

Right now, it's gonna be very hard to spend $299 on a Zune when I can get the 30 gig iPod for 50 bucks less - or get a tricked out 80 gig for 50 bucks more.

Zune has to find her niche in the midst of this. I'm convinced, now more than ever, that portable Podcatching is it.

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