Apple's iPod Shuffle dons four new vibrant colours

Apple on Tuesday announced that its iPod shuffle player will now come in four new vibrant colours: blue, pink, green and orange, besides the original silver, making the world’s most wearable digital music player more adorable.

Available for just US$79, the tiny iPod Shuffle initially was offered in only silver. Apple Chief Executive Steve Jobs introduced the digital music player in September, however, it was formally launched on November 3. The 1GB player gained the huge popularity in just three months.

"iPod shuffle is the world's most wearable digital music player," said Greg Joswiak, Apple's vice president of Worldwide iPod Product Marketing. "Music fans can now choose iPod shuffle in one of five brilliant colours, or they can buy one of each."

The iPod shuffle weighs about half an ounce and is half a cubic inch in size. It contains up to 12 hours of battery life, and holds as many as 240 songs. The stunning aluminum design with a built-in clip makes this smallest music player as the California- based Apple says the most wearable iPod ever.

The 1.62-inches long Shuffle that allows users shuffle their songs or listen to them in order like in an album is almost half the size of the original, which was launched in 2005. Color versions of the second-generation Shuffle are intended to encourage customers to view it as a fashion accessory.

“With the Shuffle, color is arguably more important because you're going to wear it, and when you're going to wear it, it becomes more of a fashion item,” Joswiak said. “For that reason, we think people will want to buy more than one.”

The lowest- priced and smallest iPod in four additional colors is available immediately worldwide from the online Apple store and from Apple retailers and now includes a shuffle dock, through which it can be connected to a PC or a Mac, and updated earbud headphones.

Apple Inc., which dominates the market for digital music players, sold a record 21.1 million iPods last quarter. The company generated 48 percent of total revenue from the sales of the iPod in the quarter ended Dec. 30.

The iPod shuffle requires a Mac with a USB 2.0 port and Mac OS X version 10.3.9 or later and iTunes 7.0.2 or later; or a Windows PC with a USB 2.0 port and Windows 2000 (Service Pack 4), Windows XP Home, or Professional (Service Pack 2) and iTunes 7.0.2 or later; Internet access; and Broadband connection (recommended).

The seamless integration with iTunes 7 and the iTunes Store allows shuffle customers to choose and buy music from a selection of more than four million songs at the world's most popular digital music portal, iTunes Store.

Apple shares fell 39 cents to $85.55 at 4 p.m. (New York time) in NASDAQ Stock Market trading. The shares jumped 18 percent last year.