The Mac Observer

Skip navigational links

You're viewing an article in TMO's historic archive vault. Here, we've preserved the comments and how the site looked along with the article. Use this link to view the article on our current site:
"Super Shuffle" a Marketing Stunt?

"Super Shuffle" a Marketing Stunt?

by , 1:50 PM EST, March 21st, 2005

The Super Shuffle that exactly copied Apple's iPod shuffle was nothing more than a marketing stunt, according to an article published by Engadget. The Super Shuffle made headlines earlier in March when it was shown by Taiwanese manufacturer LuxPro at CeBit, the German electronics trade show. According to Engadget, however, the device was never meant to be published, and was only intended to draw Apple's legal guns, along with the corresponding publicity to LuxPro's manufacturing and design abilities.

The story's source is a letter from an electronics manufacturing exec that Engadget didn't name. In addition, the story was not double sourced or confirmed, and should be received accordingly. The exec's letter, however, makes for interesting reading.

According to the letter, this executive contacted LuxPro after hearing about the Super Shuffle, as he was interested in having LuxPro make a new product for his own company. After contacting the company, he said, he was eventually told the truth.

"LuxPro had a USB 2.0 based music player architecture already in development," he wrote, "when Apple launched the shuffle, in January. The guys at LuxPro hatched a plan to leverage the media attention created by Apple to their advantage. They are a contract manufacturer, making their living by selling their circuitry, put into enclosures designed by U.S. or European branded resellers. So, they saw this adventure as a wonderful way to swing the world's spotlight in their direction for a few days.

The LuxPro Super Shuffle, as originally posted by LuxPro itself

There is more in the full article at Engadget. As of this writing, LuxPro is still showing the Super Shuffle on its Web site, along with several other music players.

Recent Headlines - Updated October 4th

Fri,6:17 PM
Apple Music - Guided Tour: Connect (Video)
5:22 PM
Last Chance for Titan MFi-Certified Lightning Cable: $24.99
5:18 PM
Tim Cook: The NSA Won’t Be Asking for Backdoors (Anymore)
4:30 PM
OS X Security is a Lot Better Than You Thought
1:57 PM
Apple Watch Coming to Target October 18
1:20 PM
The Complete Guide to an OS X Clean Install of El Capitan
1:16 PM
TMO Daily Observations 2015-10-02: Amazon Blocks Apple TV, iFixit Tears One Down
9:02 AM
iPhone 6s/6s Plus: Turning Off Individual Live Photos
Thu,9:14 PM
Apple Reportedly ‘Seals Deal’ on on 777,000 Square Foot Landmark Campus
6:37 PM
Amazon Jumps the Shark and Kicks Apple TV and Google Chromecast off Store
5:51 PM
ChargeIt! Dual-Output Car Charger: $22.95
2:01 PM
TMO Daily Observations 2015-10-01: OS X El Capitan First Impressions
  • __________
  • Buy Stuff, Support TMO!
  • Podcast: Mac Geek Gab
  • Podcast: Apple Weekly Report
  • TMO on Twitter!