Nintendo Declares War on Apple
Having defeated Sony, Nintendo is now setting its sights on Apple. According to a report in the Times Online
, company president Satoru Iwata told his staff that the war with Sony is over and that Apple is the “enemy of the future.” The Japanese manufacturer is still making money, but has seen profits fall in the slow economy and intends to market more family-oriented games, which is seen as an Apple stronghold.
Nintendo has some justification to be smug about its position compared with Sony, as they sold almost twice as many Wiis as the number of PlayStation 3s that Sony sold during the 2009 holiday season. However, Nintendo's sales were 21% less in the first quarter of this year than they were in the same period last year. Nintendo's DS, though still the top-selling mobile game machine, is seeing its sales pinched
by the rising popularity of iPhone OS-based devices. In trying to expand the Ds's appeal beyond the traditional market of primarily young, primarily male gamers, Nintendo is squarely in competition with the iPhone and iPod touch, which are attractive to a wider demographic range.
The company's hopes are largely pinned on the new Nintendo 3DS
console, which is to be officially launched next month at the E3 Expo.
Nintendo claims that the device will be able to be "enjoyed with 3D effects without the need for any special glasses." Company president Iwata was interviewed by the Asahi Shimbun news paper and stated that the 3DS will have "highly detailed graphics, and it will be necessary to have a sensor with the ability to read the movements of people playing," though the company later said he had been misquoted
. Reportedly, the three-dimensional effects will be able to be switched off
in response to health concerns about long-term 3D use