"Super Shuffle" a Marketing Stunt? || The Mac Observer

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"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.

Engadget Article

Observer Comments

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Close Name:Intruder - TMO Mac Specialist Posts: 2993 Joined: 07 Jul 2004
Mon Mar 21, 2005 3:00 pm Subject: Isn't that called "Bait and Switch"?

They advertised a product that doesn't exist in order to get people to consider their other products.

Interesting approach, if not exactly kosher.

Reply | Quote

View Name:Guest
Mon Mar 21, 2005 3:17 pm Subject: i'd call it lying

View Name:Guest
Mon Mar 21, 2005 3:21 pm Subject: What's REALLY Funny...

View Name:Guest
Mon Mar 21, 2005 3:30 pm Subject: What capabilities?

Close Name:kevdo Posts: 54 Joined: 09 Dec 2004
Mon Mar 21, 2005 3:35 pm Subject: Why Would I Want to do Business With These Guys?

What a stupid way to get your name out there! With "ethical" practices like these I'm sure there'll be a rush of companies willing to work with them.

Reply | Quote

Close Name:jimothy Posts: 594 Joined: 04 Jun 2004
Mon Mar 21, 2005 4:20 pm Subject: time travel shoes

Quote
Guest wrote:
on that note, my time travel rocket shoes are in beta and i'm taking advance orders.

These things are great! I got them last week Thanks!

Reply | Quote

Close Name:rea1itycheck Posts: 23 Joined: 27 Jan 2005
Mon Mar 21, 2005 4:50 pm Subject: D@mn you iLemmings! I was going to buy one!

Now, I'll have to be content with buying the real thing!

TheAntiRealityCheck

Reply | Quote

Close Name:DocRoss Posts: 33 Joined: 06 May 2004
Mon Mar 21, 2005 4:51 pm Subject: Time Travel Shoes

You got yours last week? I've been using mine for months now. I'll be ordering them next year. Once you free yourselves from the shackles of time, it's amazing what you can accomplish!

Reply | Quote

View Name:Guest
Mon Mar 21, 2005 5:46 pm Subject: Scammer Jack Campbell outs a scam himself

View Name:Guest
Mon Mar 21, 2005 6:28 pm Subject:

View Name:Guest
Mon Mar 21, 2005 8:26 pm Subject: Re; Anti-Apple Idiots

Close Name:ShawnKing Posts: 14 Joined: 21 Jan 2002
Tue Mar 22, 2005 12:44 am Subject:

"The story's source is a letter from an electronics manufacturing exec that Engadget didn't name."

Wha....? It's the first line of the story!!

"Jack Campbell from DVForge just emailed us with some very interesting details about that Super Shuffle MP3 player...."

Reply | Quote

View Name:Guest
Tue Mar 22, 2005 12:55 am Subject: Re: Re; Anti-Apple Idiots

View Name:Guest
Tue Mar 22, 2005 5:14 pm Subject: Re: Anti-Apple Idiots

View Name:Guest
Tue Mar 22, 2005 7:33 pm Subject: Yea but us Mac users aren't brain washed like Windows users

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