As a result it has knocked out the 'NW-A910', potentially its best player to date.
Available in 4GB, 8GB and 16GB versions, the A910 throws a key differentiator into this overcrowded market sector: digital terrestrial TV. Yup, the A910 comes with an aerial, an integrated EGP and the ability to record up to 100 hours (16GB model) of content up to one month in advance. Take that iPod!
Beyond this, the A910 is also a competent PMP with a 2.4in QVGA display, support for Mpeg4/H.264, AAC, MP3 and WMA along with its dying Atrac format, the option to record direct from CD and MD players and an onboard equaliser. Battery life is also typically excellent delivering 36 hours audio and up to six hours of video playback.
The surprisingly funky model will hit Japan first next month at an appealing ¥45,000 (£195), ¥35,000 (£149) and ¥30,000 (£129) price points with a global launch (and inevitable price hike) to follow soon after.
Take note Apple, you may have knocked Sony to the canvass but it is getting up...