Korean manufacturer iRiver is said to be going up against Apple with its latest PMP launch.
The Spinn portable media player (PMP) has a 3.2-inch 480 x 272 pixel screen capable of displaying video playback at 30fps.
Memory capacities of up 16GB are mooted as well as Bluetooth 2.0 support, an FM tuner and mobile TV courtesy of DMB functionality, according to online reports.
However, it is the design that differentiates this new model from anything else out there at the moment.
The Spinn has what the manufacturer calls a "hinge" - which it claims makes one handed movie viewing more comfortable.
At the top of the hinge is a twisting knob which allows users to scroll through the Spinn's menus.
There is no release date as yet nor prices but we'll keep you posted as soon as we know.