Apple can shake-up its rivals by applying its approach to digital music to its vision of the Mac as being a digital hub, say analysts.
A report in the New York Times says that Apple CEO Steve Jobs recently criticised attempts to add video and gaming features to so called iPod-killers.
The Times suggests that by challenging Apple with these devices, companies run the risk that Jobs will respond by extending his own digital-hub concept into the living room.
Computer industry researcher Richard Doherty said: "Steve Jobs has a better chance than many of the others to rethink the idea of personal media in the living room."
Doherty goes on to say Apple is already at work on this concept: "I know his iPod design team has been busy working on new products."