April 2, 2012
With eyes on dominating the entire gaming market, Apple is said to be working on possibly releasing a physical gaming controller for the iPhone/iPod touch and iPad. This news comes at a time when Apple and Google are fighting to dominate a changing U.S. market, according to AnandTech (via Apple Insider) Three years ago, Apple and Google were niche players in a gaming market long dominated by Nintendo and Sony. At the time, Apple and Google controlled just 19 percent of the U.S. market, compared to 81 percent for Nintendo (70 percent) and Sony (11 percent). Today, things have changed considerably. Now, Google and Apple dominate with 58 percent versus 42 percent for Nintendo (36 percent) and Sony (6 percent). According to today’s report, two moves by Apple could help the Cupertino, California-based company dominate gaming even further. First, by introducing a physical “iController” for the first time, Apple could take on Google, which has provided “rudimentary support” for external gaming devices. Second, Apple has recently hired some gaming heavyweights including Robin Burrowes, who recently lead Microsoft’s overseas Xbox Live operations. This hiring followed earlier ones including the recruitment of Nintendo’s public relation’s chief, Robert Saunders and Nick Grange, who had worked at Xbox, Activision and Electronics Arts. It wasn't that long ago that gamers felt Apple had no place being in the gaming business. Today, the company seems committed to not just compete, but also to dominate. This is what happens when you have the App Store and its thousands of games. What else could Apple do to control gaming?