I'm not exactly an Audiophile, but I have had no problem with the sound quality of iTunes.
You didn't mention why you do not consider iTunes to be the right player for you.
What does iTunes friendly mean?
Ok - So we all know iTunes comes with our macs. I recently just got the iAudio X5L - best it's not exactly iTunes friendly. I'm pretty new to macs - what is the best mp3/jukebox/m3u playlist player for OS X? Or is there anything close?