Creative Technology, a maker of various computer accessories and digital equipment, announced on Friday its new digital music player that will compete against Apple iPod shuffle. The novelty features no screen and has limited capacity, but its main advantages are tiny size and the price-point of $39.99.

The new Creative Zen Stone music player can playback files in MP3, WMA, WAV and Audible formats for up to 10 hours, which is less compared to 12 hours of Apple iPod shuffle. Besides, Zen Stone is a little larger and heavier compared to its rival: 2.1” x 1.4” x 0.5” and 0.88 ounces (25 grams) vs. 1.62” x 1.07” x 0.41” and 0.55 ounces (15.6 grams). The novelty has 1GB of flash memory, just like its main rival. Zen Stone will be available in six colours: black, blue, red, pink, yellow and white.

Even though Creative Zen Stone is a stylish small device that, unlike the iPod, does not require any additional software, the main selling point of the newcomer is its selling point. At $39.99, Creative Zen Stone is among the most affordable players with 1GB capacity on the market, something, which can hardly be underestimated, especially on the emerging markets.

Given that Creative Zen Stone is announced right before summer holidays, it can become pretty popular among teenagers, as it offers the same capabilities for half of the price of Apple iPod shuffle, which costs $79.

“The Creative Zen Stone, at just $39.99, opens up a huge new market for MP3 players. This is an incredible price for everyone to get a superior quality MP3 player capable of holding up to 250 songs. Whether it’s your only player or a second player to take with you anywhere, the low price lets you think of MP3 players in a whole new way. You can loan it to a friend just like you would a CD or a mix tape and not have to worry about it, but you’ll like it so much that you’ll want another, so you always have one with you,” said Sim Wong Hoo, chairman and chief executive of Creative Technology.

Creative Zen Stone will be available in the U.S. by May 14.