In my column , I argued that, unlike Apple's overconfident iPod fans, Apple itself is taking Zune very seriously. In that column, I listed Zune attributes and Microsoft capabilities that could hit Apple where it counts -- profit margin and market share. I never argued that Zune would be better than the iPod, or even that Zune would succeed. My sole point was that Apple is taking the Zune seriously as a threat to its profitable and dominant iPod line and has good reason to do so.

Now that the Zune is out, the reviews are in. And they're not pretty. Here's what's wrong with Zune:

- Hardware issues. Users and reviewers are discovering that the Zune is a little too bulky and heavy. As Palm discovered long ago, a large device can feel smaller if the designers round off the edges. Microsoft ignores this lesson of gadget history, with its boxy, blocky design.

- Zune's fake click wheel is really just a cheap plastic rocker switch and serves only to remind users of how cool the iPod click wheel is.

- Wi-Fi is nice, but you can't connect to anything but another Zune.