Media Relations: What The Papers Say - Nokia hits back at Apple's iPod

Nokia's PR machine can congratulate itself on a job well done. The launch of its N91 'mobile jukebox' generated a slew of headlines suggesting it could replace the iPod as the digital multimedia device of choice.

'Nokia unveils iPod killer,' warned Forbes (29 April), while Stuff predicted 'the beginning of the end for the iPod', according to The Times (28 April).

All added weight to the view that the device would prove irresistible to consumers, no doubt music to the ears of the firm increasingly seen as the 'Tesco Value product of the mobile world' (BBC News, 27 April).

Dissent centred on the N91's price, the likely quality of an integrated device, and disbelief that it could knock the much-loved iPod from its perch. 'It will be a challenge to compete with Apple because the iPod is such an iconic design' (Softpedia, 27 April).

But when the Apple-friendly macdailynews.com warns Apple to 'get ready, here come the beginnings of your real competition' (28 April), something must be up.

Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk.

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