Even The People Who Made The Zune Don’t Love It Anymore

Microsoft’s been slowly strangling the Zune brand out of existence after a brief revival with the sort-of beloved Zune HD. Now, former Xbox and Zune chief Robbie Bach admits, “If I had hindsight, 20-20, and could do Zune over again, we would skip portable media players completely…. We just weren’t brave enough, honestly, and we ended up chasing Apple with a product that actually wasn’t a bad product, but it was still a chasing product.” Yep.

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