Mr Sim was in London for the launch of the Creative Zen Vision: M in time for the seasonal Christmas rush.

BBC: Creative Zen Vision: M

This announcement comes on the heels of Creative releasing the Zen Vision:M player, which seems to "borrow" some Apple design elements.

ENGADGET: Creative: "Just try it, Apple"

In tests conducted on a Creative Zen Vision M, CNET was able to get 16 hours out of the player when listening to generic MP3s.

ENGADGET: Is DRM sucking the life out of your MP3 player?

For those not scrutinizing every small development of the Creative Zen Vision like we have been, they've started shipping units, and peeps actually started getting theirs by mail directly from Creative as early as yesterday.

ENGADGET: Creative Zen Vision photo gallery

If you're still with us, this PMP also sports a couple of flip-out mouse-ear speakers for use in a pinch, TV-out, AV-in, MP3 and WMA playback support, FM tuner with recorder functionality, and about 3 hours of video playback on battery which is about as good as it gets in a smaller package than both the current iPod and Zen Vision:M.

ENGADGET: Minox DMP-2 media player and MPEG-4 recorder