A recent study has found that up 15% of Apple iPod owners will lose their iPod within three years of purchase.  Additionally, the study found that the only 100% effective means of preventing iPod loss is to not have an iPod.  Anonymous sources close to Apple say that the company may have been aware of iPod loss as early as the late 1990's.
     In light of this study, anti-smoking website thetruth.com has announced that they will be turning their attention from one addictive white box to another with their new campaign, "It's All Fun and Games until Someone Loses an iPod":