"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.

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