Creative Declares War on Apple

Creative CEO Sim Wong Hoo has always been a brash guy and his latest pronouncement is no different:

"The MP3 war has started and I am the one who has declared war ... I'm planning to spend some serious money -- I intend to out-market everyone."

Specifically Sim says that Creative will spend $100 million in market, mostly in the US, to grab a piece of Apple's dominating market share. If you're not well-versed in the history of the audio player market, this really is the first time another vendor has stepped up to the plate to go head-to-head with Apple on marketing terms. Up until now Creative, iRiver, Rio and others have essentially been nameless also-rans.

As Peter over at Engadget said, these could be famous last words. For consumers though, this could be a good thing in driving prices down and innovation up.

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