Nintendo president to execs: Prepare for war with Apple, our enemy of the future

invisibleSHIELD case for iPad“Nintendo is preparing to unleash the full force of its development and marketing artillery against Apple after profits tumbled at the Japanese giant for the first time in six years, The London Times reported Friday,” NewsCore reports.

“Satoru Iwata, the Nintendo president, is understood to have told his senior executives recently to regard the battle with Sony as a victory already won and to treat Apple, and its iPhone and iPad devices, as the ‘enemy of the future,'” NewsCore reports.

The company’s recent strategy centered on creating devices aimed not just at children and dedicated — generally male — gamers, but at the whole family. Two years ago, the company claimed it permanently altered the demographics of video games by raising the average age and the gender mix of gamers,” NewsCore reports. “Unfortunately, the very people it claimed as converts — high school girls and men aged between 30 and 40 — reported that they would rather have an iPhone than a DS in their pockets or handbags.”

Full article here.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]


  1. The iPhone is a phone first, a gaming platform second and nearly all adults NEED a phone. And if you need a phone why not get an iPhone. In contrast; No one needs a DS. It does not do anything that anyone actually NEEDS. So in order to compete with the iPhone, Nintendo will have to add a feature or features that people need to have and that the iPhone lacks or does not do as well. Good luck with that!

  2. Nintendo, take a note from Sega and bring your software to the iPad! Nintendo developed games have always been top notch and I will miss them as I would choose the iPad/iPhone over their hardware.

  3. I say “good for you Nintendo.” Compete with Apple by creating products, not by issuing cowardly press releases like Adobe or Nokia.

    Although personally I think their chances of winning are slim.

  4. This could be great. Nintendo is one of the few companies that, in my opinion, can actually keep up with Apple, especially when it comes to innovation. I’ve always thought that Apple should purchase Nintendo because of their similar values regarding innovation, attention to detail, and making things “for the rest of us.” Two great, innovative companies under one roof would be amazing.

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