Apple Inc (AAPL)

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07:15 AAPL Apple Computer: Gripes over breakdowns grow as players become ubiquitous - WSJ Online (91.27 )

According to the WSJ Online, AAPL iPods have once again been the top seller in stores and the music player's white earphones remain a nearly ubiquitous sight on city streets and at gyms. But as it reaches deeper into the mainstream, more users are becoming familiar with a new sense of loss: the death of an iPod.

The iPod's durability could become a more important issue as consumers become less dazzled by cutting-edge technology and more concerned about longevity, especially for a device that can cost hundreds of dollars.

Steve Dowling, a spokesman for Apple, based in Cupertino, Calif., says the rates at which iPods fail -- less than 5% -- are "extremely low" compared with other electronics devices. "IPods are designed to last for years, but as with any complex consumer-electronics product such as digital cameras, they can be broken if dropped or mishandled by users," says Mr. Dowling, who adds that the "overwhelming majority" of iPod users are happy with their devices. AAPL declined to comment on the specific number of iPods that have failed.