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Ed Zander was responding to news that the number of people returning the phone is six times higher than normal according to American Technology Report.

'We got off to a little bit of a rough start,' Zander said. 'People were looking for an iPod and that's not what it is. We may have missed the marketing message there.'

He acknowledged that Motorola has failed to explain that the phone stores fewer songs than even the smallest iPod, but sells for the same price as an iPod nano.

The American Technology Report findings were revealed by analyst Albert Lin who concluded that 'there's an overall disappointment with the product'.

Apple CEO Steve Jobs, who unveiled the ROKR at the beginning of September, said last week that he expects to see more iTunes phones, having previously explained that the company was testing the water with the Motorola handset.