While claiming that the move from Zune 1.0 to Zune 2.0 was exclusively the natural evolution of the device, and not a response catalyzed by Apple releasing its new lineup of iPods in early September, Microsoft proved that it was gearing up for the long haul on the digital media player market. The face-off between the Redmond and the Cupertino companies does by no means end with the comparison between Windows and Mac OS X, but has also transitioned between digital media players since Zune hit the shelves at the end of 2006, positioned as an iPod killer.

Over one year after the launch of Zune, Microsoft's digital media player has failed to kill the iPod in any manner, and with Apple evolving its devices a month earlier than Microsoft, the general impression is that the Cupertino-based hardware company is firmly in the lead, with competitors trailing it at a distance in terms of both market share and innovation.

In this sense, Apple is also benefiting from a mature ecosystem of secondary products orbiting the iPod. And while Microsoft is the underdog, it too is working to feed accessories to Zune owners, attempting to increase the attractiveness of the device. The Redmond company announced that come November 13, a multitude of first- and third-party accessories will be made available to the general public.

"Zune is committed to providing customers with choice," said Scott Erickson, senior director of product management for Zune. "In addition to offering choice among Zune media players, we have also enhanced our accessories program to ensure that Zune users can choose from a robust line of high-quality accessories. By working only with licensed partners, we ensure that consumers have everything they need to enjoy a seamless, end-to-end Zune experience - Microsoft is one of the few companies that can offer this depth of support."

Agent 18, Altec Lansing Technologies Inc., Belkin International Inc., Case-mate, Digital Lifestyle Outfitters (DLO), Directed Electronics Inc. (Polk Audio), Dual Electronics Corp., GPX, Griffin Technology Inc., Golla, iHome, Incipio Technologies, Integrated Mobile Electronics Corp., , Kicker, mStation Corp., Memorex Electronics, Monster Cable Products Inc., Skinit, Speck, Targus Group International Inc., VAF Research, Vaja Corp., and zLive (DPI, Inc.) have been enumerated by Microsoft as its Zune accessory partners. In total, some 60 new accessories will hit the shelves by mid November.