Apple CEO Steve Jobs isn't worried that the iPod might one day be considered "the Rubik's Cube of the 21st century", according to a US newspaper report.

Jobs told The LA Times: "iPod is capitalizing on a fundamental shift in the way people buy and enjoy entertainment in the digital age. I don't think we're seeing trendiness here, I think we're seeing a product that's truly revolutionizing the way we listen to music.

"We didn't sell 2 million of them last quarter because it's trendy, we sold 2 million last quarter because it's a phenomenal product that's reinventing the way people enjoy music."

The iPod might be trendy, but its more than just a fad, according to the iPod professor, aka Sussex University's Michael Bull. He has described the iPod as "the 21st century's first consumer icon".

Intelligence Group's Jane Buckingham said: "What Apple does very well is tap into social trends without you even knowing it." For example the iPod photo will hit a "sweet point with Americans, who have a desperate need for documentation, for scrapbooking".

"It seems we're desperate to document our lives, to have photos of every trip we've taken. In a world that lacks stability, it gives you a bit of comfort, even shows you're a good parent," she explained.

But Syracuse University's Robert Thompson is less confident. He said: "With a lot of pop culture products, if something becomes so much of its time, then it becomes a parody of itself. 'Miami Vice' was so incredibly hip on TV and became so associated with the mid-80s, but three years later you couldn't watch it without bursting out in laughter."