Microsoft’s portable media player, the Zune, was launched in 2006 and intended to compete with Apple’s iPod, which had been selling like crazy since it was introduced in 2001. Developed in collaboration with Japan’s Toshiba, it had some innovative features, including the ability to share songs with other Zune users wirelessly. But it never sold as well as hoped, and in October of 2011, Microsoft announced the discontinuation of all Zune hardware, encouraging users to move over to their Windows Phone. The last nails were pounded into the Zune coffin on Monday at the Electronic Entertainment Expo (E3) in Los Angeles, with the announcement that the company would introduce a new music service: Xbox Music. Microsoft says Zune users who created playlists will still have access through the new service, and for the moment the Zune brand lives on at the Xbox website. More from Digital Trends.