1. •nebulous plans to deliver an iPod Killer, revealing a new brand name but not showing off any features.
2. •new DRM and wireless sharing features, without specifying how they would work.
3. •the web goes wild with speculative stories of how it’s inevitable that Microsoft will take over the iPod.
4. •pundits imagine a spectacular future of Zune development potential in 2007, including a Zune phone.

1. •the Zune will break compatibility with PlaysForSure DRM and abandon partner's music stores.
2. •the Zune will be a total reheating of an existing failure in the market: the Toshiba Gigabeat S.
3. •the repackaging would copy the look of the iPod but its copycat clickwheel would really just be a round switch.
4. •a big new feature would be a slightly larger display of the same resolution as the iPod.
5. •nobody could know the price, battery life, physical size, or other competitive details in advance.

1.  
2. •Microsoft would give Zunes away with the Xbox and gobble up market share, despite low Xbox sales.
3. •Microsoft would deeply discount the Zune to undercut the iPod via a rental music subscription subsidy.
4. •Microsoft might stumble on launch, but would fix everything in a future update around Zune version three.
5. •Previous PlaysForSure zealotry was eclipsed by the new gospel of the one true Zune DRM.

1. •Zune hardware, as delivered, sucked: a clunky plastic box with a cheap Tupperware lid.
2. •Zune software was buggy and problematic, more flash than substance.
3. •Promised features were a huge disappointment and entirely useless.
4. •Existing iPod features expected by users were lacking: Audible and podcast support, PDA functions, battery life.

1. •After sales completely tanked, Microsoft dumped a press release of a "goal' to sell 1 million by June 2007.
2. •The press picks up "1 Million Zunes" as a news story, pretending that the number is both impressive and likely.
3. •Microsoft starts talking about future Zune products, including an nebulous "Zune phone."
4. •Little mention is made of the Zune's target price being higher than the iPod's, and forced lower by Apple.
5. •The 30 GB Zune is repeatedly compared against the 80 GB iPod in size and price, rather than the 30 GB iPod.
6. •Talk about the Zune is overshadowed by shrill grandstanding about non-facts:
7. 
   Steve Ballmer stating that the Zune has “25% of the market.”
8. Steve Ballmer stating that the iPhone was “the most expensive phone on the market.”
9. Analysts aren’t concerned about Zune theft, but do fear of iPhone muggings. Laptops are no threat however.

1. •fans photoshop phone buttons on iPods, guess the "iPhone" brand name.
2. •speculation includes WiFi wireless features, despite the paucity of WiFi support in existing mobile phones.
3. •the web goes wild with speculative stories of how it’s inevitable that Microsoft will deliver a phone, too.
4. •pundits imagine a spectacular future of Zune development potential in 2007, including a Zune phone.

1. •the iPhone will maintain compatibility with iPod and iTunes content, and add support for new OS X features.
2. •the iPhone will be an entirely new product, expanding upon the success of both the iPod and OS X.
3. •its packaging will be entirely new, with an innovative multitouch interface on a stylus-free touch screen.
4. •a big new feature would be a larger display with twice the resolution and slick Core Animation effects.
5. •everyone could find its price, battery life, physical size, and other competitive details on the web with demos.

1. •Apple couldn't give them away and would stumble in gaining any market share, despite high iPod sales.
2. •Apple would have to deeply discount the iPhone to compete against clunkier phones with higher price tags.
3. •Apple will stumble on launch, and likely never recover. It never has a second chance to fix any launch problems.
4. •Previous anti-iPod zealotry was eclipsed by the new threat of the evil iPhone and how it might eat children.

1. •iPhone hardware, as demonstrated, is orgasmically beautiful and slim, and offers very cool new features.
2. •iTunes and OS X software is already proven, offering both sizzle and substance, as well as security and stability.
3. •Promised features blow away all expectations and suggest obvious killer applications for the device.
4. •Existing phone features expected by users were blown away: zoomable web, visual voicemail, battery life.

1. •Apple immediately announces a "goal' to sell 10 million by 2008, and contracts to build 12 million units.
2. •The press nearly ignores "10 Million iPhones," pretending that the number is unimpressive and unlikely.
3. •Microsoft starts talking about future Zune products, including an nebulous "Zune phone."
4. •Little mention is made of the iPhone's target price being much lower than WinCE phones with fewer features.
5. •Talk about the iPhone is overshadowed by shrill panic about non-events:
6.  
7. Apple backdated options in 2002! Just like Microsoft in 1999, except this time it’s big news.
8. Greenpeace Says Apple Is Toxic! iMac eats third world children whole! Or maybe not.
9. Steve Jobs risks being hit by a bus! Or sick! Or could be fired by board! Or should be!  
10. Cisco owns the iPhone name! Apple should just sell the company and hand proceeds to Cisco, to be fair.

1. •In the early 1980s, Microsoft announced it would deliver a Mac equivalent on the PC.
   - Windows 95 came ten years later on top of DOS, with a clumsier interface than the Mac.
   
   
2. •In the late 1980s, Microsoft announced it would deliver the next DOS with IBM: OS/2.
   - NT came many years later, and could run for nearly a month before being rebooted.
   
   
3. •In the early 1990s, Microsoft announced it would deliver an answer to NeXTSTEP with Cairo.
   - It never really did, but try Windows 95, okay? It can even run Bob.
   
   
4. •In the late 1990s, Microsoft announced it would deliver pen computing.
   - After years of Windows for Pen failure and WinPad vaporware, WinCE didn’t impress.
   
   
5. •In the early 2000s, Microsoft announced it would deliver a brand new Windows.
   - Vista came years late, missing features, and unimpressive.