Reggie Fils-Aime, head of Nintendo's North American unit, last week that Nintendo was "intrigued" by the iPhone as a gaming device, but dismissed the App Store model that Apple has built. "We want to give our customers high-quality, innovative and captivating entertainment," he was quoted as saying. "A storefront with 10,000 pieces of content doesn't do that."
Nintendo's president, Satoru Iwata, also played down the threat of smartphones, that mobile phone games had been around for years and Nintendo had still managed to stay on top.