Elegance, simplicity, functionality, subtlety. These are words that you might use to describe a certainly overwhelming popular portable music player. That poses a problem for rival manufacturers who now have to slash a few of those adjectives off their list or risk just being complete clones.

Creative has the spirit though, it’s eschewed elegance and subtlety in favour of a new bold, tiled design obviously inspired either by the Dorchester Roman town house or the sight of a chess board falling into a Battenberg cake mix. Creative wouldn’t be the first though.