I wonder if this qualifies as "looking like a toy" - http://news.ycombinator.com/item?id=1029069. This'll be sweet if true and if it hits the price points as described - I think TechCrunch was right about needing to hit the price point to get acceptance though it'll be interesting to see where Apple ends up pricing them (especially if it's true that they're targeting sales of 10M units).

Definitely not good for the JooJoo - since effectively this will probably mean they are competing against Apple's marketing/design while being squeezed out of the lower end of the market.

Add - a few more details here http://www.pcmag.com/article2/0,2817,2357588,00.asp