Walkman Anyone?

With Apple's monopoly on the worlds ears in terms of mobile music with the iPod, their competitors really need to step things up. Not only do Apple have the 'coolest' product, they also have the 'coolest' ad's. Is it time for the rest to just hang up their earphones and give up? Sony don't think so, not yet anyway. I hadn't seen this poster campaign before but I've just found it, and as a counterattack to Apples empire I think its a valid effort. It was done by Saatchi & Saatchi Sydney in 2008. It just tries to create a cool brand image for the 'New York Commuter' to try and compete with Apple by using the Sony earphones to map out the New York subway system. As most people use their MP3 players on their daily commute I think its an idea that would speak to the majority of people in that market, well in New York anyway. But is it too late for anyone to compete with the Apple empire? Is it possible to re-invent the iPod like the iPod re-invented the way we listen to music? Or are Apple free and clear?