Apple Computer continues to hype podcasting as the next big thing to happen to its phenomenally popular iPod portable device.

The company recently announced in the Philippines" market the iTunes 4.9, the latest version of Apple"s digital music software and online store. The new version has built-in podcasting features that allow users to download and manage podcasts that are available for free over the Internet.

Podcasts are audio files (usually in MP3 format) that can be downloaded automatically or at the user"s convenience. Because the software used to make podcasts is free, content is generally not limited to music but involves free-wheeling conversations that resemble radio talk shows.

?Podcasting has been around for two years now and Apple is trying to make it mainstream with the release of iTunes 4.9,? said Danny Lam, product manager for desktops and servers covering the Asia Pacific region.

A podcast directory is now included in the iTunes menu that allows the user to subscribe to a particular podcasting program and automatically download new podcasts. The podcast directory also gives access to more than 10,000 available podcasts.

Apple, however, only allows users with iTunes accounts in non-Asian territories to publish their podcasts on iTunes. ?We"ve been receiving a lot of queries from radio stations in Singapore asking how they can upload some of their shows. Interested users who want to upload their podcasts on iTunes should contact their local distributor who can then contact the regional office,? Lam said in an interview.

The Apple official also introduced enhancements to current products like Mac Mini and the company"s line of iBook notebook computers as well as accessories for the iPod.

According to Apple, there are currently at least 15 million iPod users worldwide. The company is hoping that podcasting will offer a lot more content for iPod users other than music and photos (Apple sells an iPod line that can view photos as well). Apple is rumored to be developing a future model of the iPod that can play video files, already a feature in portable media players sold by rival vendors.

Meanwhile, Microwarehouse, Apple"s local distributor, is looking to increase its presence with the introduction of new Apple products. Microwarehouse already operates three stand-alone MobileOne stores and has struck a deal with retail chain Rustan"s to establish Apple kiosks inside the latter"s department stores.

?We"re looking to build more kiosks in Rustan"s outlets in Cebu and other outlets we haven"t covered yet,? Jun Villanueva, Microwarehouse president, said in a separate interview.