Apple Australia has signed deals that will see the retail presence of the iPod expand.

iPods are currently only available from Apple centres and resellers, David Jones and the online Apple Store. From April 1 the popular music player will also be available in Myer, Megamart, Target, and Domayne – all high-street superstores.

An Apple spokeswoman said: "More retail outlets will be coming on board very soon, so consumers will have even more choice of where to buy iPod."

According to Australian reseller magazine Digital Connect News (free subscription required), Creative is welcoming the increased competition.

Creative marketing manager Nick Angelluci said: "We’ll be up there with iPods on the shelves and people will be comparing us. Ours is actually much cheaper than an iPod. It’s fantastic for us because customers can now compare feature to feature."

Creative is claiming to have opened the door for Apple to get the product into the shops: "We’ve purely focused on educating the reseller channel, and we’ve put our foot in the door to get our products inside retailers. The attitude we’ve been getting for the past four years is that MP3 players are a fad – they’re a flash in the pan.

"A lot of these retailers wouldn’t stock any MP3 players before. We’ve done all the footwork for Apple. The door’s wide open, but Creative has been the pioneer in Australia for the past four years."

Apple expended distribution of the iPod in the UK last year when it arranged for Virgin Megastore and other high street retailers to stock the product. At the time, Apple executive VP of worldwide sales and operations Tim Cook revealed: "Apple has put a lot of energy into joining with music value-added resellers."