You need to update the firmware, and at optimal video resolution, bitrate, lower screen backlight and brightness settings, lower volume, according to archos.com it has 7 hours of video playback battery life and 22 hours for music.
Archos has about 12 optional add-ons in the form of software licence plugins (Mpeg2, AC3, H264, AAC and HD 1280x720 package $30) and several hardware accessory add-ons, but all those are awesome features that Apple has none of. you don't get the options to add any of those codecs on your Apple ipod. You don't get video recording, HDMI output, headmounted camera, DVB-T tuner, FM radio remote, extended battery dock, USB2-host, HSDPA dongle support, pocketable Tivo-like features, Slingbox like features..
Not to speak the included features are already much better then anything Apple does, such as full DivX and XviD support, WMV, Ogg, Flac, mp3, wav awesome large 800x480 4.8" screen, but I guess all this is in the review..