When it comes to tackling Apple, competitors can't really hope to beat the iPod in outright style. Instead they can try for a 'unique' look and then try to best the iPod with features. This is precisely the route taken by Japanese technology behemoth Toshiba.

Gigabeat X is comparable to the top-end iPod in many ways. It has a tiny hard drive throbbing away inside, offering either 30 GB or 60 GB of storage as well as a 2.4-inch (6.1 cm) colour screen. It's also a similar size, although it's a touch shorter and narrower but a fair bit thicker. Navigation is via Toshiba's own four-way button system, which is simple yet effective.

Sadly, Gigabeat X doesn't support video playback, but this might not bother the musically obsessed.

One cool feature of Gigabeat is that it can be used as a portable storage device. 30 GB or 60 GB is plenty for your music collection as well as your essential documents or data.

There's a white model for those trying to pretend they have an iPod, black for the obscurely inclined, or a cherry red finish for the bolder at heart.