In attempt to get Apple users to cross over to the other side, Microsoft carefully planned the release of its new Zune media players just hours before the Apple’s annual iPod event.

Somehow, it looks like not their products are weaker, because they are not, but their struggle to win over Apple users seems to be the one thing that’s not good for business. Have you noticed how the iPod people are so confident when talking about their product and act like they rule the market, which, by the way, they do? That kind of attitude made the versatile player not only a can’t-live-without gadget for millions, but a fashion must-have also.

All in all, rivalry and malice aside, the new Zune players have something that other music players don’t have, yet. Starting September 16, Zune users will be able to buy from Microsoft's Zune Marketplace store the songs they hear through the Zune's built-in FM radio tuner whenever they're in range of a Wi-Fi hotspot. The Marketplace is similar to the iTunes Music Store for the iPhone and iPod Touch, where users are able to browse and buy from featured releases and top songs sorted by genre.

Customers have the option of buying single tracks or subscribing to Zune Pass, which costs $14.99 per month. The subscription includes access to Microsoft's Zune social music community and the ability to share music with other members via the Zune Card, a real-time playlist of each user's favorite and recently played songs.

When it comes to size, Microsoft raised the bar by releasing new 16GB and 120GB versions, but when it comes to color, Bill Gates’ people fail disastrously, as few hours after their presentation Apple displayed a rainbow of beautifully and eye-appealing new iPods, while Zune features a rather mature than playful palette.