Computerworld's Mike Elgan believes that the Zune "scares Apple to the core."
He offered five reasons: a consumer media "perfect storm" launched by Microsoft; Zune's social and viral aspects; the ultimate availability of more programming than iTunes; a better screen for movies; and the "cool factor."
"Apple faces the prospect of competing not with the Zune alone, but with a mighty Windows-Soapbox-Xbox-Zune industrial complex."
In the Entertainment section, probably appropriately. Enjoy.