To solidify the ZUNE's position as a device with substance, Microsoft
has carefully crafted a plan to introduce the product into Canada as a
statement of a users preferences and tastes. As Craig Tullet, Microsoft
Canada's ZUNE Group Manager said "Zune is about showcasing people's
individual tastes and preferences and Zune Originals is yet another way
for Canadians to personalize their experience". By creating this
experience of originality and uniqueness, it is very clear that
Microsoft is not going for the "new look, throw away the old one"
strategy that Apple seems to take every year.