Fiorina, HP's CEO, has announced, while speaking at CES 2005, that HP will soon be launching their HP branded iPod photo later in the year. HP launched their first Apple cobranded iPod in August last year and has been pretty successful as their iPod sells cheaper than the one from Apple, even though the hardware is technically identical. The HP iPod photo will probably be a hit as well because it will help bring the cost of an iPod photo down to a more sane level.