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Nintendo Takes Aim at Apple as 'Enemy of the Future'

Friday May 7, 2010 9:44 am PDT by Eric Slivka

While a number of indicators have shown that Apple's iPhone OS platform has become a factor in the portable gaming industry, Times Online reports that Nintendo finally appears to have acknowledged the threat it faces from the increasing popularity of the iPhone, iPod touch, and iPad and turned its focus to address Apple head-on.

Satoru Iwata, the Nintendo president, is understood to have told his senior executives recently to regard the battle with Sony as a victory already won and to treat Apple, and its iPhone and iPad devices, as the "enemy of the future".

In trying to move away from its background as a platform targeting younger gamers, Nintendo has run up against Apple's devices, which tend to cater to the same demographics as Nintendo's focus.

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.

While analysts warn that Nintendo should not turn its back on its battle with Sony, the company is reported to be preparing to "unleash the full force of its development and marketing artillery against Apple". It remains unclear, however, exactly what strategy Nintendo is intending to pursue as it seeks to compete with Apple's products that offer a multitude of functions beyond gaming.

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