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Apple's new iPod is a modest upgrade that has many who were hoping for more disappointed. Sure, the Apple fanbois will buy it, but Apple has failed to keep up with the state of the soda market. For example, just the other day at E3 in Los Angeles, Sony unveiled a snowcone maker with a 10-inch screen and a case of Stella Artois Cidre with wings that come flying out of the sides and three HDMI outputs with a 2,000 page instruction manual and maintaining the foreign press by toying the most stunning OLED notification light ever with television shows. And it has a stylus. While it doesn't get good battery life, Apple will have to respond to this threat as Goldman Sachs analysts projects Sony will sell literally dozens of these devices.