Motorola's ROKR iTunes phone may be a flop, with higher-than-average returns of the handset, Bloomberg reports.

"As many as six times more customers are returning the ROKR phones than is normal for new handsets", American Technology Research analyst Albert Lin told Bloomberg.

Lin's information is claimed to come from talks with distributors and call centre workers at US mobile network, Cingular.

Motorola CEO Ed Zander thinks the way the product has been marketed is to blame: "People were looking for an iPod and that's not what it is. We may have missed the marketing message there.''

Reviewers also took criticism for comparing the music-enabled mobile with an iPod.

Spokesmen from Motorola and Cingular both implied they were "satisfied" with the device.