Creative continues its efforts to unveil MP3 players that could rival Apple’s iPods. The latest addition to Creative’s ZEN family of MP3 players is ZEN Stone. The capacity of the ZEN Stone is 1 GB and the player is priced at US$39.99. It will be available from May 14 and it will fit any mood thanks to the six colors: black, white, red, blue, pink and green.

"The Creative ZEN Stone, at just $39.99, opens up a huge new market for MP3 players," said Sim Wong Hoo, chairman and CEO of Creative. "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."

Powered by just two AAA alkaline batteries Creative ZEN Stone can play music for 20 hours, at least according to Creative’s statement.

Creative also announced the Creative TravelSound ZEN Stone which docks the player to make a complete portable sound system that fits comfortably in the palm of your hand. Creative TravelSound ZEN Stone is priced at only US$39.99.