Apple´s iPod Shuffle at the origin of a price war

"We are cutting prices to strengthen our competitiveness against our bigger rivals Apple and Sony in the global market. The drop in flash-memory chip components is likely to continue and we want to react to this trend earlier than our competitors and stay aggressive in price competition," said ReignCom spokesman Kim Dong-hwan.

Lowering your prices to face the competition is not a situation that any company wants to be in. However, in face of an unstoppable "hype" and marketing around Apple's product, ReignCom will have little choice. In the end, the consumer will win by having more choices at lower prices as many of ReignCom's Digital Audio Players are arguably better than the iPod Shuffle. (iPod Shuffle - Check prices) - via koreaherald

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