Those who are arguing whether or not apple created the market are splitting hairs. It is true that apple did not actually create the market, but prior to the ipod there simply was not much of a market; in other words they managed to mold the product for the masses in a way that prior companies simply failed to do. Yes, there were other mp3 players before the ipod. I remember, back in the late 90's, a friend of mine was showing off the first mp3 player any of us high school kids had ever seen and, while neat, it didn't catch on with any of us nor the masses simply because memory capacity wasn't there yet(I think it had 64mb). Some years later a college buddy pulled out an ipod while we were going to lunch and I thought it was the coolest thing I had ever seen. I went home. I did some research. I came to the conclusion that the Creative Zen had superior sound quality and I went that route. This was the time when mp3 players really started to take off and for the life of me I couldn't understand why people flocked to apple. They did so because they hadn't done an A/B comparison between apples sound quality and other players of the period and because, I would find this out later, apple really did nail the user interface. Of course marketing helped, but really it was the player. Sound quality doesn't matter to a group that, as a whole, are concerned about the stock earbuds that come with a player because they have no intention of upgrading; most people just want something that works when they want to use it and they want something that they can easily operate without having to think about. We hackers, tinkerers, and audio snobs really are in the minority.
As for the new players, I don't know. Will I buy one? Probably. Do I want to? Absolutely not. I know Apple's sound quality is suspect and I personally think they are overpriced. I really want a better eq in a player. However, I am in desperate need of a new pmp. My latest attempt to escape Apple led me to the creative x-fi2 which sounds better than my battery starved 1gb Nano, but after living with it for a while I am fairly certain Creative farmed out the user interface portion of development to a competitor who wisely sabotaged the device and convinced creative to leave off so much as a pause button...I frequently end up listening to songs I hate while working out simply because I forget to delete them after the workout and the process of unlocking the player to hit skip is too arduous and time consuming. So, it's time to dig a little deeper and find a replacement. Sony seems like a good bet, but it's 32gb model is priced the same as Apple's 64gb touch, doesn't play .flac and carries with it one unique feature(the noise cancellation) which is completely useless without the proprietary headphones. Ahhh, there's light at the end of the tunnel in Cowon's J3....but then after doing some research it is possibly an amazingly speced bricking device.
I am certainly not an Apple fanboy. I want better sound quality. I want variety. However, in arguments levied against Apple's innovation, which appears to be going on here, I can only judge the company by the products of their peers. While, to me, a lot of Apple's Ipods have pretty much reached a point of stagnation in regards to development, have taken steps backwards(shuffle with no buttons), and continue to focus on features not needed for an mp3 player while disregarding any attempt to improve the device's sole reason for being(sound) I simply have not found a better alternative. It is as if competitors have given up and are content to fight over whatever is left of the market-share.