A report from Bloomberg today says Microsoft will stop introducing new models of its Zune portable media player due to poor demand.

If true, the decision really does not mean much since Microsoft has not updated the Zune hardware since September 2009 when it introduced the Zune HD.

First released in November 2006, the Zune was Microsoft's answer to the Apple iPod. Introduced with great fanfare, the device failed to take much consumer interest and by early 2009 had just 2% of the market for portable media players.

The Zune was sold in Canada for a brief period of time. Microsoft began selling the device in this country beginning in June 2008 but by August of 2009, most Canadian stores had stop selling them.

In an email to Bloomberg, Microsoft declined to comment on future plans for the device.

Discuss the Zune device in Digital Home's Portable Electronics forum .