SONY GETS BACK INTO GADGET GAME WITH PSP LAUNCH; Game, music, movie player direct attempt to unseat mighty iPod.(playStation portable)

Advertising Age, March, 2005 by Bulik, Beth Snyder

Byline: BETH SNYDER BULIK

White wires are so last season.

At least, Sony hopes that's the conclusion following the launch of its long-awaited PSP, which unofficially bowed on the catwalk in Los Angeles. The sleek, ultra-shiny device was the star of an L.A. Fashion Week design show, dangling from the hands and belts of designer-decked models like Kirsty Hume and Alex Wek.

PSP, short for PlayStation Portable, marries sophisticated video gaming and the ability to play music and movies in an unabashed bid to unseat the Apple iPod as the coolest gadget on the market. Sony and Apple, the twin titans of tech, have both strived to hold the cool design and premium-price brand position in their respective consumer electronics and computer categories...

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