Of course, with the advent of the App Store ecosystem and the iPhone/iPod touch lines of hardware, Apple's ability to go head to head with the likes of Sony and Nintendo went up more than just a notch.
The "Funnest iPod ever" ad from about a year ago exemplifies Apple's strategy in the marketplace. The focus is purely on fun, the target demographic extends way beyond the typical range of the "hardcore gamer," and the easy over-the-air access to thousands of game titles is starting to set the iPod touch apart from Nintendo's DS and Sony's PlayStation Portable.
Today's Apple event continued the company's push into more traditional portable gaming territory, with an entire segment from SVP Phil Schiller on how the iPod touch stacks up against the portable playing field.
Image courtesy of Engadget
Phil reminded everyone that the PSP and DS have "no multi-touch, expensive games, and no app store." As compared to the mostly sub-$10 pricing of iPod touch/iPhone games, typical handheld titles for those two consoles can run from $25 to $40 a pop.
Speaking of titles, Phil shared an interesting statistic about the number of games available on all 3 platforms. Here's how it stacks up:
Sony PSP: 607 games
Nintendo DS: 3,680 games
Apple iPhone OS: 21,178 games
Wow. Even given that a large percentage of those iPhone/iPod touch games are relatively simple and casual titles, it's still an impressive number. And with some full-featured AAA titles already out (take Civilization Revolution's faithful translation of the console version of the game as a prime example) and on deck as well, the iPhone OS ecosystem is looking impressively like a viable handheld gaming experience even to the more hardcore gaming set Sony and Nintendo regularly compete to win over.
Schiller's segment included a number of game demos as well, with Gameloft's upcoming first-person shooter named Nova (pictured, below) looking very Halo-like, with stunning graphics and excellent framerate. Phil said much of what's coming next to iPod touch gaming is possible because they've built-in support for OpenGL ES 2.0, "great for those next-generation games." Blockbuster publishers Ubisoft and Electronic Arts also shared the stage to demonstrate two franchises already hugely popular on consoles, Assassin's Creed and Madden '10.
With both established major console publishers and insanely talented independent development teams all lined up to make games for Apple's platform, Sony and Nintendo had better be concerned. The latter has already indicated that Apple's iPhone ecosystem is having an impact on its business. Sony seems to be a little bit slower in understanding the market shift, or at least continues to put on a brave bluster in public.