Dell CEO Kevin Rollins is hard-faced at Apple's arrival in his company's low cost computer market.

Speaking to, he called Apple's iPod a "fad", and a "one-product wonder". He also waxed bulllish that the Mac mini won't make a dent in the PC market.

"It's interesting the iPod has been out for three years and it's only this past year it's become a raging success. Well those things that become fads rage and then they drop off," he said.

Rollins compares Apple's in-vogue product with the Sony Walkman, implying Apple lacks either a sustainable business model or strategy.

He does concede that the Cupertino company has done a "nice job", however.