There is speculation that Apples ipod range may be losing its shine among consumers worldwide.
The sleek mp3 players are increasingly the subject of allegations from consumers that the products are unreliable and made in sweatshops.
Then you have the new figures from YouGov's brand awareness index, which show a steady but very significant fall in public confidence.
Apple denies that it has a problem with quality, and insist that most of the problems are caused by us (the consumers).
Greg Joswiak, vice-president of iPod marketing, said "the company had a first-year failure rate of 5%. A lot of products don't enjoy such a low failure rate – mobile phones can be up to 30%. The vast majority of customers are extremely happy and have never experienced a failure.
"Most problems are caused by mishandling. They are complex electronic components and they can be broken if dropped or mishandled."