Apple's quick and easy solution? Bundle a soft carrying case with it of course. While the protective case should have been included in the original shipment, including them shows that Apple actually does care... though you won't hear Apple making any official announcements about this. The case is made of the same soft material as the new video iPod, which actually comes in handy (the sleeve protects the delicate body and you can press buttons through the material). I have a feeling that Apple snuck those in there right before shipping the iPods as the company was embroiled in the scratched Nano controversey at the time.