Ok, lets put this EVEN SIMPLER for you.
iPod Photo :
http://store.apple.com/1-800-MY-APPL....0.3.1.0.1.1.0
$299 for a 20gb, $399 for a 60gb
Creative :
http://us.creative.com/shop/shopcate...?category=213&
Zen Touch : $329 for a 40gb, $249 for a 20gb, bearing in mind these are FAR superior to the iPod (note the 24 hour battery life for a start)
Zen NX Xtra : $299 for a 60gb, $249 for a 40gb, $229 for a 30gb
Already, you can see, Zen Touch is better than the iPod, but cheaper in relative terms, the NX Xtra is more on the level of the iPod, but vastly cheaper.
The fact that you can get a 60gb Zen NX Xtra for the same price as a 20gb iPod Photo, what the heck is the point? A GBA will come to about another $50, and a digital camera will run around $75~130, giving you much more than the pitiful games and average quality photos on your iPod.
Again, the whole point, to play music. Photos, games and whatever shouldn't even enter the equation if you want an MP3 player.
(And I did it in terms of dollars because I just couldn't find the UK Apple site, helpful one there guys, really reaching out to your customers)