together can be seen as a conscious effort on the part of Apple management to target a lower-end market and increase visibility in the mass-market. Previously, the success of Apple's iPod and especially the iPod Mini had been chipping away at the inexpensive flash player market, causing flash players at the beginning of 2005 to account for less than half the market share they did in 2004. However, the original and Mini iPods were expensive and the Shuffle was intended to make the iPod compete with mainstream players. By April 2005, the end of Apple's second fiscal quarter, the iPod Shuffle had already proven itself to be a successful product for its manufacturer. Although Apple has chosen not to specify how many iPod Shuffles were sold in the product's first three months of existence, analysts at Piper Jaffray estimated that 1.8 million of the 5.3 million iPods sold in the second quarter were Shuffles. NPD Group estimates that the iPod Shuffle captured 43% of the flash-based music player market in February 2005, after only its second month of existence, and by March 2005 it had risen to 58%. The iPod Shuffle effectively helped Apple to replace iriver as the global leader in the flash player market, just as it already had been before in the hard disk market. The iPod Shuffle had some market challengers such as Sony's Walkman Bean early on and in later years SanDisk's Sansa Clip, though the iPod Shuffle generally sold better. In September 2006, Apple CEO Steve Jobs announced during his keynote presentation on the "It's Showtime" Special Event, that until then, Apple had sold 10 million first-generation iPod Shuffles. Problems Blinking light problem PC World reported a problem with the first-generation iPod Shuffles ceasing normal function, only to flash orange and green lights and become unmountable. Since the Shuffle has no display, the owner cannot read an error message or troubleshoot easily, requiring diagnosis by Apple service personnel. Flashing green and orange lights on the iPod Shuffle indicate that a generic "error" has occurred, according to Apple's documentation. If the device is still covered by warranty, Apple will replace it for free. This problem has also occurred on second-generation iPod Shuffles. On October 26, 2006, Apple released an iPod Shuffle Reset Utility that corrected this problem for some owners of first-generation iPod Shuffles. Then, in March 2007, an updated iPod Reset Utility was released