APPLE INTRODUCES ROKR iTUNES PHONE

Motorola-Made Device Holds 100-Song Downloads

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SAN FRANCISCO (AdAge.com) -- Apple today introduced the Rokr, the first mobile phone with the capacity to use iTunes software to function as a personal music player.
The Rokr combines the functions of an iPod and a wireless phone.

iTunes vast library
The iTunes software provides the phone user with access to the vast library of downloadable songs available to all iPod owners.

Made by Motorola, the Rokr will be sold exclusively through the Cingular Wireless Web site starting today and through Cingular Wireless stores. Motorola's chairman-CEO, Ed Zander, in a statement predicted the phone would be the hit of the upcoming holiday season.

Echoes of iPod campaign
Omnicom Group's BBDO Worldwide, New York, will handle the new product's marketing. The agency produced work on behalf of Motorola, a new client, and Cingular Wireless. The Motorola work shows musicians squeezing into a phone booth, while the Cingular Wireless campaign echoes the current iPod and iTunes campaign from Apple's agency, Omnicom's TBWA/Chiat/Day, Playa del Rey, Calif. In one Cingular spot, a woman walks down the street listening to music on her phone while her shadow dances wildly in a fashion similar to the iPod silhouette campaign.

The Rokr sells for $249.99 with a two-year contract and includes stereo headphones as well as built-in dual-stereo speakers. Music pauses when the phone receives an incoming call. Users also can listen to music during text messaging or taking photos.

Except for its white color, the candy-bar-shaped phone resembles a cell phone rather than the distinctly designed iPod music player with its circular dial. The Rokr has a button labeled with a musical note for controlling the music.

It has the capacity for 100 songs, which can be downloaded from a computer equipped with iTunes software, the same software used for iPods.

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