Time Magazine has declared Apple's new iPod shuffle its 'gadget of the week'.

Declaring the product as "the most affordable" player in its class, the report describes it as, "in some ways, the simplest to use".

The report continues to review the device, praising its simplicity and sound quality.

"Does the Shuffle count as an iPod? I have a sideways answer: I think that people who own iPods will want an iPod Shuffle," the report concedes.

Apple's marketing efforts win a mention, too: "Somewhere on a dry-erase board in Cupertino, there's a formula showing exactly how many cool kids must be seen with iPod Shuffles before the rest of the world suddenly, instinctually, races to a store to plunk down cash for that little white slice of heaven."