Looking at Amazon the iPod is most expensive:<p>iPod touch $269.99, 
Amazon Creative Zen X-Fi Touch 32GB $229.99, 
Zune $234.99<p>The difference for lower spec players is large with the iPod being twice the price of its direct competitors!<p>iPod nano 8GB $133.99, 
Sony Walk 8GB $67.57, 
Creative Zen 9GB $87.68, 
Philips GoGear 8GB $69.88