I think the genius of the current iPod ad campaign is its emphasis on the white wires.

I saw a man on the subway today listening to music. I couldn't see the music player, but there were white wires leading down from his ears to his hand. I assumed it was an iPod, but as I got closer, I could see that the half-concealed device was a Creative MuVo music player. It was white. You would have to know the difference between an iPod and a MuVo not to assume he's using an iPod.

There are many better earphones than the white buds that ship with every new iPod. Nevertheless, the white buds have become part of the brand. They're fashionable, and they're everywhere, even on non-Apple players.

The clever ad campaign that focuses on those white wires makes people see iPods everywhere, even when they're not there.