Belkin today tried to seize on the popularity of mobile apps today by launching a set of Wi-Fi routers that apply the app metaphor to features. The Play, Play Max, Share and Surf all have varying levels of apps that both handle previous router features as well as extend them beyond their normal limitations. The Play and Play Max are the most advanced and can control media streaming themselves: they can play music directly from a USB hard drive, label tracks, auto-coreate playlists and push music to UPnP devices like game consoles.