iRiver president Jonathan Sasse told TechNewsWorld that “Apple can keep the iPod crown. The portable entertainment crown is still up for grabs, however, and we have our sights set squarely upon it.” Sasse also said, “Without question, Apple has done a great job marketing their solution and the industry as a whole has benefited from that, but our strategy is entirely different. We believe there are many different consumer needs that need to be met with the right product; as such, our product line has something for everyone, whereas other companies may take the approach of “one product for everyone.”