Nintendo Declares Apple Its 'Enemy of the Future'

The Japanese game-maker readies its troops

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Like a general leading his troops into battle, Nintendo President Satoru Iwata reportedly told his senior executives that Apple was the "enemy of the future." He advised employees to consider the company's victory over Sony a foregone conclusion and to deploy the "full force of its development and marketing artillery" against Apple. How significant is Apple's threat to Nintendo?

  • Here's Nintendo's Problem, explains Nicholas Deleon at TechCrunch: "You’re sitting on a park bench, whip out your iPhone, launch the App Store, and buy Angry Birds for 99 cents. Zero to gaming in no time at all. How’s Nintendo going to compete with that? (The DSi Shop requires Wi-Fi, whereas the App Store will load anywhere you have a cellphone signal.)"
  • Apple: Nintendo's Worst Nightmare, writes Eric Savitz at Tech Trader Daily: "It’s no small threat. Apple has been increasingly talking up the gaming capability of the iPad and the iPhone, and has announced plans to launch Game Center, a new feature in iPhone OS 4 that will facilitate interactive gaming.  I continue to think that the combination of free and cheap games on mobile devices, the rise of social networking games on Facebook and elsewhere, the high cost of console games, and the aging nature of console hardware together spell big trouble for the mainstream video hardware and software players. Nintendo, obviously, is thinking the same thing."

  • The Industry Is Changing Rapidy, writes Leo Lewis at the Times of London: "[Nintendo's] recent strategy has centred on creating devices aimed not just at children and dedicated — generally male — gamers, but at the whole family. Two years ago, the company claimed to have permanently altered the demographics of video games by raising the average age and the gender mix of gamers. Unfortunately, the very people it claimed to have converted — high-school girls and men aged between 30 and 40 — reported that they would rather have an iPhone than a DS in their pockets or handbags."
  • Nintendo Hopes 3-D Will Keep It Afloat, writes the Electronista staff: "A large part of the company's faith in reviving its efforts hinge on the 3DS, which will be formally unveiled at E3 and may ship in the fall. It will be the first truly major handheld introduction for Nintendo since the original DS in 2004 and will at the least have glasses-free 3-D displays as its key feature. Unlike nearly every other Nintendo console in the past decade, it may also tout performance as it could have a dual-core NVIDIA Tegra and larger, high-resolution screens that might not be matched by Apple or Sony."
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