Virgin Electronics today is introducing its own portable digital music player, reports AP. The company says that the 5GB hard disk player is slightly larger than Apple’s iPod mini, but is a half-ounce lighter at 3.1 ounces. It also includes an FM tuner, and while it is integrated in with its own Virgin Digital music store, it also plays music purchased from services using the Windows Media Audio or MP3 formats. “No one else has the same sort of brand energy that Apple or Virgin has. Plus, our heritage is music,” Greg Woock, chief executive of Virgin Electronics said in the story. “Apple is dominating, yes, but the market share that it has today is not going to last.” Look for the new music player to be available by the end of October with a US$249 price tag.