Jonathan Weinberg writes... In the race to be the best, and capture the masses, cool firms often make one crucial mistake - lowering their standards so far that eventually it backfires. Apple's decision this week to make an iPod Shuffle available for just £32 strikes me as being one of those. There's no doubt the US giant is one of the coolest companies in the tech sphere. It makes products that look good and have you salivating over them. Who else could have produced the ultra-thin MacBook Air? But by pricing the 1GB Shuffle so cheap, are Apple not in danger of making themselves far too popular for their own good? An iPod used to be something you desired, something pricier than most other options on the market but like with any big-name brand, you paid more to have that moniker on your gadget...