"I understand a certain company made an announcement earlier today. We will accelerate our challenge with these new models," he told a news conference.
Sony, which created the portable music market 26 years ago with its now-legendary cassette-playing Walkmans, has lost out to Apple in the portable digital era as it focused on its mainstay CD and Mini Disc players.
Sony will offer two hard disk-based music players -- one with a storage capacity of 20 gigabytes (GB) and the other with 6 GB -- and three flash memory-based players (2GB. 1GB, 512MB) that will keep the existing models' perfume bottle appearance.
The 6 GB model is Sony's first hard-disk player with a small capacity. Apple's iPod nano comes in 2 GB and 4 GB capacities.
Sony's new models will add the ability to automatically select and play the songs a user listens to most, and also to pick songs released in a certain year -- a function Sony calls the "time machine shuffle."
The new models will go on sale in Japan on November 19 and Sony aims to launch them overseas by the end of the year.
The 20 GB hard-disk model, capable of storing up to 13,000 songs, is expected to retail at around 35,000 yen in Japan, Sony said.
Sony aims to sell a total of 4.5 million hard disk and flash memory portable music players in the year to next March, up from 850,000 units a year earlier.
Apple has sold about 22 million iPods worldwide since their introduction in October 2001, making it by far the most widely used player in a market that research firm In-Stat expects to nearly quadruple to 104 million units a year by 2009.