X-bit labs

Apple May Be Aiming at Video Game Market.

Category: Multimedia

by Anton Shilov

[ 02/11/2008 | 10:52 PM ]

Apple, a leading maker of portable digital media players, has updated description of its corporate trademark with the U.S. patent and trademark office. From now on, “Apple” may also describe a variety of video game devices, which may indicate that Apple is looking into the business.

Apple brand will be attributable to such products as handheld units for playing electronic games, standalone video game machines, electronic games other than those adapted for use with television receivers only, electronic educational game machines, toys and so on. Potentially, this may be yet another indicator that Apple may be planning an array of video game consoles.

The market of video games has been growing rapidly in the recent years and even Apple had to install simplistic games into its popular iPod range of portable digital media players. However, to sell games Apple may develop a specific device, or devices, primarily for gaming. 

Considering the success of Nintendo Wii and DS, which aim casual and novice gamers, Apple may choose to go the same route and design its gaming devices strictly for normal users, but not hardcore gamers.

It is interesting to note that presently there are not a lot of video games developed for Apple Macintosh computers, which is one of their major drawbacks. But as soon as Apple creates its own videogame platform, this situation may change, as game developers will see larger market with both Macs and potential game console(s) from Apple.

It is not easy to develop a video game console and make it popular among game designers and end-users. In case Apple plans to develop a game consoles for TVs, then it will have to offer something not available on new-generation game systems from Microsoft, Nintendo and Sony. Since the potential console from Apple is unlikely to hit the market till 2009 (if this was a 2008 product, rumours about it would already be present), it will hardly become truly successful, as, despite of claims by certain executives, 2010 and 2011 are likely to be the years when next-generation game consoles from the aforementioned makers emerge. In case Apple wants to attract mobile gamers, it will have to compete against too many rivals, including Nintendo, Nokia and Sony, who already have well-selling hardware and software platforms.

Apple did not comment on the news-story.