 With Apple dominating the audio market with its vertically integrated iPod system, the Xbox division won permission to try the same approach, separately from PlaysForSure and PlayReady.Microsoft also wanted to go beyond Apple's efforts and promote the tagline "the social" and wireless sharing as key differentiators.Chris Stephenson, leader of Zune's marketing and manager of Global Marketing for the Entertainment Business, said, "we see a great opportunity to bring together technology and community to allow consumers to explore and discover music together."