For a company battling the MP3 giant Apple, 25 million MP3 player sales is extremely impressive stuff. Staff in all the Creative offices across the world are popping the Cava over the news, and Waitrose has already reported profits rising by more than 40% in the last 24 hours for bubbly.

Recognised as the second-largest supplier of the gadgets, the announcement “marks a major milestone in Creative history, as our player unit volume exceeds the combined unit sales from some of the biggest names…