If average sales price of an audio card is $100, then Creative Labs ships about 324 thousand of audio cards per quarter, meaning that less than 1% of 57.15 million PCs sold per quarter include a discrete audio card by Creative Labs.
They are faring considerably better with the Zen, but still don't hold a candle to the behemoth that is the iPod. The day of SoundBlaster dominance is long since over, but I had no idea that they'd been relegated almost to a bit player. It makes sense, though, when I think about the last three machines I've built. All of them included onboard sound that supported 5.1 or better, with audio quality enough to satisfy. While a SoundBlaster may sound better, apparently it isn't enough to convince the PC building masses. Overall, audio cards are only 10% of Creative's business.