Microsoft doesn't want to be Apple, but they want oh-so-badly to beat them in a few key areas. One of those areas is consumer media player technology. Apple has the edge (and 2/3rds of the market) with the iPod line. While the Zune HD is a solid piece of gadgetry, it doesn't come close to having the name recognition or market share of the iPod.

That's why Microsoft decided to look very closely at the business model for the iPod touch before getting to work on their Zune HD. Boy Genius reports that Redmond has admitted they have a big slew of games and apps on the horizon for the HD. New apps coming down the pipe include Twitter and Facebook for Zune, while new games include Project Gotham Racing: Ferrari Edition, Vans Sk8: Pool Service, and Audiosurf Tilt.

In addition to new games and apps, Microsoft intends to keep you glued in front of your screen with the ability to stream HD video to the Xbox 360, and the option to purchase or rent movies, TV shows, and "more" (games?). Today's launch was just the beginning. The Zune HD is not only the flagship of the Zune line, it's the only member. That means it's going to get a lot of special pampering from big daddy Microsoft. As reported earlier the Zune HD ships today.