The iPod has won the Experts' Choice award at the BIMA Awards (British Interactive Media Association).

The Experts' Choice award recognises "products, services or initiatives that have influenced the digital sector in the past 12 months".

BIMAS chairman Alasdair Scott said: "Apple’s iPod is not only a desirable piece of design but a catalyst for change in the music industry and the way consumers accept digital music."

The awards, now in their 20th year, recognize creative excellence in digital media. They cover 22 categories. Chair of the awards committee Alasdair Scott said: "The BIMAs are a fantastic opportunity to celebrate, as a community, the best in interactive design and commercial effectiveness.

"As a rapidly maturing industry, we have more talent and expertise than ever. Now is the time to benchmark the new and innovative alongside the most creative and effective our industry has to offer."