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Nintendo insists the iPhone isn't a competitor

21.04.2009
As the iPhone gains momentum as a handheld gaming device, game hardware manufacturers are struggling for ways to position themselves against Apple without backhandedly boosting Apple's reputation. Nowhere is that more apparent than at Nintendo, the company behind the Wii console and Nintendo DS, a dual-screen device that has taken the portable gaming market by storm.

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.