Microsoft entertainment executive Bryan Lee thinks his company faces a "daunting" task taking on Apple in the market for music players.
He told a gathering at Citibank that the company does see some opportunity in the market, but his statements spoke volumes on imitation rather than innovation.
Dow Jones reports Lee said the devices Microsoft makes must be "a good as Apple's". The company also reckons it needs to create "cool brand" around its Zune devices.
The company also seems set to try to emulate Apple's music experience, with music buyers tied to devices from the company they buy music from.
Lee stressed the Zune device "won't look like" a Toshiba Gigabeat, even though the latter firm is making the device for Microsoft.