Today, there is a little less competition for Apple. The company that makes (well, made) the Rio series of MP3 players is bowing out of the digital music biz. The Rio MP3 players were fairly popular, though obviously not popular enough.
Free not all you Rio enthusiasts out there, the brand and name haven't been sold, so the Rio may rise again.
Please pause your iPods in a moment of silence for its fallen foe.