Apple is getting ready to launch a portable gaming device this year. Many of you already own it. It's called the iPhone.
The Register is running a rumor piece that posits that the iPhone 3G will be announced before WWDC, opening up space in the keynote for Jobs to introduce an entirely new device. This theory is based mostly on reports that inventory of current model iPhones is low. Surely this means that Apple will be announcing the iPhone 3G soon? Think of all the lost sales!
Apple has thought of the lost sales, I'm sure — sales they'll quickly make up next month if they have ample iPhone 3G stock on the shelves waiting to be slurped by shoppers. No one is going to not buy an iPhone today who wouldn't also buy a better model in a month from now (or at least not enough people to matter). Remember, WWDC is less than a month away.
The next part of the rumor follows: What would Apple announce at WWDC that would supplant the announcement of the iPhone 3G? Why a handheld gaming device, of course, since it's an entertainment market in which Apple has only dabbled. Plus, they registered some gaming trademarks in February, so surely...
Gaming is a big part of Apple's future. I said as much right after the SDK launch, as did both game and Mac developers. But there's no way Apple — just getting ready to complete its first year with its most important new product line — is going to cleave the platform in two just for to add a couple of extra buttons and a directional-pad. Anyone who thinks so has missed the sea change happening in gaming over the last few years, as casual games with simplified interfaces have become the dominant form of videogame play for many consumers.
Apple isn't going to try to fight Nintendo. They don't have to, just like Nintendo no longer has to fight Sony or Microsoft in the home console market. Instead, Apple has several million iPhone and iPod Touch customers already, each of whom will be able to download games over the air to their devices. Apple doesn't need to compete with Sony or Nintendo to grab market from them. Apple just needs to sell games to their customers. And I'm sure they're going to sell a ton, if only because it seems like every indie Mac developer out there is working on a game for the iPhone. The first Peggle on the iPhone is going to net its developer a lot of money.*
We're going to hear a lot more about Apple and gaming over the next couple of years, but it'll be the sort of backdoor success that happens when quality games are released on a device with a clever way to purchase them, not some bastard offshoot that's part iPhone, part PSP. Unless your conception of a gaming platform is something other than "a standardized handheld machine which can play games," the iPhone is a more-than-capable gaming device all by itself.
* Or, you know, actual Peggle from PopCap, which is coming.






