Apple's iPod is clearly in evidence across the Winter Olympics in Turin.
While the company doesn't sponsor the games, athletes have been seen sporting those white headphones across the event.
US snowboarder and gold medal winner Hannah Teter listened to her iPod as she won her medal.
The US snowboarding team is sponsored by Burton Snowboard. The official uniform of that team for this year's games includes a Burton iPod jacket in team colours.
Snowboarder Shaun White uses an iPod-equipped helmet, listened to Led Zeppelin in practice, and chose AC/DC for his gold medal-winning success. Unfortunately for other gold medal-wannabees, AC/DC is not available on the iTunes music store.
The Baltimore Sun has a selection of playlists from some of the Olympians.