However, when asked about their interest in buying a new digital media player in the next 12 months, only 19 percent said they planned to do so, representing a "dramatic" decline from 28 percent a year ago, and suggesting the market is near saturated. For Apple, the good news is that 100% of those respondents who said they plan to make a new purchase in the next 12 months indicated that their new player would be an iPod.
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So what happens after the iPod.. do teens go towards a low-cost iPhone, or does a competitor come along and take market share?