Well, actually it's both.

While Apple is well know for its design (over functionality, at times), Iriver's approach to portable media players has been functional at best. But that's all changed with the new U10.

Iriver was showing off its new baby at the Digital Experience exhibition in a Las Vegas hotel not too far from CES (Consumer Electronics Show).

The U10 is sparse on keys, which is no bad thing since it measures just 69x46x15mm. Instead, it uses what Iriver terms a Direct Click interface – which basically means push the display the direction you want to go. It's actually incredibly easy to use.

It can handle audio, video and photos and can run for up to 28 hours per charge. The optional cradle even features speakers and a snooze button on top, making it possibly the most expensive alarm clock in the world ever. The 1GB version retails at $250 (about £140), while UK pricing has yet to be decided.

Iriver U10, in the buff

Iriver U10, in the buff

U10, snuggled up in its cradle

U10, snuggled up in its cradle

Does my bum look big in this?

Does my bum look big in this?