You know,when we introduced the iPhone in Janurary,we said it was the best iPod ever. And iPhone owners agreed with us. It's incredible with its multi-touch user interface, its incredible album art work in video.It's the best iPod ever. And people have been asking us and wondering when are we going to bring this technology to an iPod.Well, the answer to that question is we are going to do it today and this is what the product looks like.

It's called the iPod touch.I happen to have one right here.It's just about the same size screen as the iPhone, but it's even thinner.It's 8mm thin.It's unbelievable,a new iPod touch.

Steve Jobs is one of the few CEOs with rock star status,the iPod co-founder's every word is followed closely."It's a revolutionary mobile phone." There is even a fake blog dedicated to things Steve didn't say. But why? Why did people line up for days ahead of the iPhone launch even though it's a niche gadget and why do Apple's computers so highly-regarded still make up just a tiny fraction of the overall market? Analysts say when it comes to Apple's luster, it's not only the quality and profits but the passion that matters.

"Microsoft,Dell,HP,Sony even,you don't kind of feel that about them you don't feel that individual passion you get from Steve Jobs than everyone that works in Apple."

Of course much of the Apple's recent success comes from the iPod.A hundred million and counting sold the days. No niche product there. Speculating how and when the various iPod will get upgraded drives the bloggers crazy.But all products get upgraded.People seem to care a lot more about a new iPod's screen or more memory when players from Microsoft and Sumsung go largely unoticed.

"I think it is because Apple remains tie needs as often as possible.I think that's part of the fun in it that's enable us to have a glance at their own ideas about how they would do with their Apple products. And obviously when people get it right,they get very excited and when they get it wrong,they get very annoyed,so."

Analysts say Apple still fights in the market like an upstar even though it's a 30-year-old multi-billion-dollar firm.

"It's a dangerous time for Apple. Apple is now nagger-liked, so it's a danger and there are certainly lots of competitors trying to knock them off."

But any fears about competitors certainly haven't heard Apple shares,up more than 40% since May.

Jean bodon, CNN, London.