With the evolution of Zune from version 1.0 to 2.0, Microsoft has also upped the stakes in its constant face-off with Apple, extended at the end of the past year onto the digital media player market. Back in November 2006, the Redmond company was making its first step against Apple with the launch of Zune. The Cupertino-based hardware company's domination on the digital media player market was only superficially impacted, as Zune failed to become an iPod killer. But Microsoft stated from the get go that it was in for the long run. One year later, on the heels of Apple making available the new lineup of iPods, Microsoft has also geared up with Zune 2.0.

As the new Zune devices are scheduled to hit the shelves today, November 13, the Redmond company debuted a new strategy designed to tailor fit the slogan of the new products. As the welcome to the Social has officially worn out, Microsoft is enabling end users to fully personalize Zune under the new motto: "You make it you!" This is not true only for the digital content of the new Zunes but also for the exterior. While opting for either the black Zune 80GB, with a 3.2-inch screen or for the flash-based Zune 4GB and the Zune 8GB in pink, green, black and red, customers can also personalize their device with one-of-a-kind laser-etched designs as well as additional text.

"We're bringing the entire category to the next level by empowering consumers to play a role in redefining the digital music experience," said J Allard, corporate vice president for Zune. "Zune brings music discovery and acquisition into one simple, end-to-end solution, and the addition of unique customization options puts the originality back into portable entertainment."

The devices will be available for purchase via a new Zune Originals Online Web store scheduled to go live later today. Microsoft is offering a collection of artwork put together from no less than 18 artists, making up a total of 27 designs compiled into the Artist Series. On top of the artists' artwork Zune customers will also be able to tap a resource containing some 20 graphics via the Tattoo Series.