Despite the dismal efforts of others, including themselves, in competing with Apple in the portable media player market, Sony isn't giving up and will be releasing a new player very soon, as early as later this year. Though dismal might be too strong (after all, anyone who's use Creative's Zen usually falls in love), as the article brings out, the sales for Sony's media players during the entire year of 2005 (fiscal) didn't even match a single quarter of output from Apple. Is Sony overselling themselves? A media player and a new console are going to hit the market at the same time, and likely neither will come cheap. Apple can only release so many variants of iPod before someone comes up with something “cooler”, though, so someone has to try.