First Apple changed the way we listen to music; now the company wants to make us watch videos on the move.

Today, the internet was abuzz with speculation that Apple was poised to launch a video iPod, after it e-mailed invitations to a special launch event next week.

The invite was entitled "One more thing...", a casual-sounding phrase that is characteristically used by Steve Jobs, Apple’s founder and chief executive, to preface the company’s most significant launches.

Although Apple refused to clarify its launch plans, well-connected enthusiast websites were in little doubt that a portable video player was on the way — four years after Apple introduced the first iPod and created the legal music download industry.

Appleinsider, a website that Apple threatened to sue because it was so accurate, said that the company "has begun production of a new version of its iPod digital music player that will be capable of playing videos".

According to the website, the new gadget was "similar to Apple’s 60 gigabyte photo player, but several millimetres thinner". But the familiar thumb-dial on the face of the music player has been replaced by a click wheel on the side, allowing the video iPod to have a larger screen.

Simon Dyson, a technology analyst with Informa Telecoms and Media, said: "I just can’t see that Apple could be inviting people to anything else. There is no reason why Apple shouldn’t be as successful with introducing video as it did when it got into music, but take up will probably be a lot slower as the technology has to develop".

Apple has been in discussions with all the major music labels and film studios about introducing music videos and movies to the iTunes store. Discussions with the record labels are thought to be more advanced — Universal Music, which is home to artists such as 50 Cent and the Scissor Sisters, is understood to have been signed up already. Other labels, such as Britain’s EMI, have been holding detailed discussions with the technology company.

The launch event is planned for October 12 in San Jose, California, and is being relayed around the world live. In Britain, Apple has hired facilities at BBC Television Centre.

On the face of it, Mr Jobs, has, even recently, appeared to downplay the idea of a video iPod — saying last month: "Whether people want to buy a device just to watch video is not clear - so far the answer's been no. Devices that do video have not been successful yet. No-one's figured out the right formula."

Yet, on a closer inspection, the statement is ambiguous. Apple’s strategy has been to ensure that it launches new technology in tandem with new content, and the company will believe that it can transform video once it has secured enough content.

iPods can already display photos, as well as play music, and there has been an expectation that a video iPod was on the way for the past 18 months. Apple’s desktop software, iTunes, was upgraded in May to allow videos to be downloaded to the desktop — those who bought the Gorillaz’ latest album, Demon Days, were give four short clips, which could be viewed on a computer, although not on an iPod.

Precise technical details of the device remain under wraps, but it could have the capacity to store hours of broadcast content. The largest iPod has a 60-gigabyte memory, which could store around 30 hours of content — roughly 15 films. However, even at current broadband speeds, downloading films and television can take hours, leaving short videos the most practical type of content, at least initially.

The video iPod would be the latest in a string of new Apple portable entertainment devices. Last month Apple — which already dominates the music download market with a share of approaching 80 per cent — unveiled an iPod in a mobile phone and the ultra-thin Nano, which has capacity to store around 1,000 songs.

Yet both launches have been a disappointing. The company was forced to admit that some of its Nanos were quickly rendered unusable because the display scratched so easily — while its phone is not able to download songs over the air, as many other mobiles can. Instead owners of the phone, which is manufactured in conjunction with Motorola, have to download songs with the handset tethered to the computer.

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