SanDisk targets Apple. Bloomberg Boot Camp, a report on today's technology. SanDisk…the leading maker of flash memory cards for digital cameras, cell phones and other devices….has been a distant second to Apple in the digital music player business. It recently came out with the Sansa e280….with 8 gigabytes of storage….and the ability use a 2 gigabyte MicroSD card. It's priced at 249 dollars….about the same price as an iPod Nano with half the capacity. Add on an FM radio, a voice recorder, the ability to display video as well as still photos….and SanDisk CEO Eli Harari thinks he can take customers away from Apple…growing his market share from 10 percent today…to as much as 35 percent…

"I know that that sounds like a difficult target, but that's the market share we have with our other flash products, in many cases higher than that, and we see no reason why MP3 players should be any different, with all due respect to Apple's great work in this field."

In addition to Apple and the rest out there today, SanDisk will soon be facing competition from Microsoft…which plans to launch its first Zune player and music service by the end of the year. Says Harari…

"Basically they are trying to emulate Apple. We've always said we are the open system. We think consumers want an alternative and I don't think they are going to get that with Microsoft's approach. Zune is basically a copycat of Apple's approach."

SanDisk CEO Eli Harari. Bloomberg Boot Camp, I'm Fred Fishkin.