LONDON, England (CNN) -- Almost 18 months after Creative first declared a marketing war against rival Apple, the company has launched a product to compete directly with the iPod video.

CNN: Creative bites into the video Apple

Apple launched the first offensive in the smartphone and tablet wars, but in a long-term war of attrition it is doomed to lose for the same reasons that it lost the original PC war.

FORBES: In a War of Attrition, Microsoft Will Beat Apple

Apple smartphones have been losing out in the sales war with rival Samsung from South Korea and first quarter sales show the gaping divide.

FORBES: Apple Losing Out To Rival Samsung