Apple says iPhone/iPod Touch "is the future of gaming"

Apple marketing chief tells us its handheld devices have "competitors scrambling".

That's the message from Apple as the company finally revealed its intentions to snaffle market share in the traditional gaming space – after years of fervent speculation about its plans.

But, speaking exclusively to ME sister publication MCV, the company confessed that its new marketing campaign encourages consumers to buy iPod purely “to play our games” – and even marked the device out as a real threat to Nintendo and Sony’s handheld efforts.

Greg Joswiak, head of iPod and iPhone marketing told us: “It’s not just the screens that are superior to DS – it’s the graphics capability, the computing power and the App Store distribution model.

“I had an analyst tell me in September – and he was right – that the DS is the past of gaming devices, and iPod Touch is the future of gaming devices. It certainly has our competitors scrambling in what they’re going to do in reaction to this. This product is capable of so much more, and there’s a tremendous synergy we have with the iPod Touch and game developers.”