Reuters is reporting that Apple shares, as well as shares of “key” iPod suppliers, have fallen today on news that “a rival (Creative Technology) warned about demand and a report forecast competition from mobile phones with built-in music players.” Apple shares dropped nearly 2 percent, while PortalPlayer dropped nearly 4 percent, SigmaTel dropped nearly 11 percent, and Synaptics dropped nearly 2 percent. “If Creative music player sales are soft it infers that Apple sales are soft,” said Needham & Co. analyst Charles Wolf in the story.