Microsoft’s Zune has had a tough time lately. According to a Bloomberg report, Microsoft will be killing off the Zune, and no longer introducing new versions of the multimedia player, as a result of low demand.
While the “decision” hasn’t been announced, and Bloomberg’s source has refused to be identified, the company is expected to shift its efforts toward putting the Zune software toward Windows 7-based mobile phones, which wouldn’t be a bad idea, frankly speaking. At least the Zune would live on, in some form.
The Zune was originally introduced in 2006, just a mere five years ago as a competitor to the ever-present, all-consuming iPod. Microsoft later released an updated model, the Zune HD, in 2009. Last year, while Apple led the market, the Zune was not even able to crack the top five.
What does Microsoft have to say about the whole shebang?
“We have nothing to announce about another Zune device – but most recently have introduced Zune HD to Canada via Zune Originals store and remain committed to supporting our devices in North America. We are thrilled by the consumer excitement for Zune across many new platforms, including Windows Phone 7 and Xbox 360. Our long-term strategy focuses on the strength of the entire Zune ecosystem across Microsoft platforms.”
It remains to be seen if Microsoft will finally pull the trigger.
More on TIME.com: