In a humorous twist, the Rio website proudly brandished the label "As featured in the Steve Jobs Keynote at Macworld 2004" for the Cali player immediately after the announcement. Apple is positioning the iPod mini against high-end flash memory-based players, which carry much smaller memory capacities than hard disk-equipped portables. Immediately above the image were the words: "Poor user interface". "We are going to introduce the second member of the iPod family today, to go after these guys," he said, pointing to a screen displaying a picture of the $US199 Rio Cali - a 256MB flash memory MP3 player made by Digital Networks North America. The iPod mini will cost $US249 ($324) in the US, a price Jobs is confident will be highly competitive in the crowded digital music player market. It will be available in five anodised colours: silver, gold, pink, blue and green. The iPod mini is similarly styled to its slightly larger brethren, but adopts aluminium wrap-around cladding in favour of the white plastic shell and stainless steel backing of the existing models. The new digital music player is about the size of a business card and stores roughly 1000 songs on a 4GB hard disk. Apple's CEO, Steve Jobs ended weeks of speculation about a smaller, lower-priced iPod when he unveiled the new iPod mini during his keynote address to kick off the 2004 Macworld Expo in San Francisco.
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