China Electronics Wholesaler

The DS and PSP are outdated and the iPhone is the "future of gameplay," according to Apple's vice president of iPod marketing Greg Joswiak. In an interview with T3, Joswiak said that, "to us it really seems this is the future of gameplay. Whereas a lot of these devices [Nintendo DS and Sony PSP] are more in the past." You may ask how he sees the iPhone as a product so far ahead of its handheld competitors, and his answer is how games make their way to the customers. "A big part of that is not just the device itself... but it's the electronic distribution of the apps as well."

Joswiak goes on to explain that digital distribution comes with several benefits. "Whereas apps on other devices have to be delivered primarily physically, they cost a lot more, because [iPhone game creators] don't have to worry about licensing and manufacturing hardware... forecasting, returns, missing a forecast." He also mentions that the digital-only method of the iPhone allows developers more flexibility for bugs. "If there's bugs found, they can do that through the apps store." Joswiak also talks about the convenience of having a game device built into a phone, since potential players are carrying it with them anyway. "The touch is always in your pocket, whereas you can't always carry some other games consoles."

Now before we tar-and-feather the man, as gamers tend to do when things we love are criticized, let's take an objective look at where he may have a point. Though the PlayStation Portable and Nintendo DS are heading towards digital distribution with the latest PSP firmware update and the upcoming DSi, neither system has completely embraced the online model. Allowing anyone to be a creator and put up games on the App Store, like the upcoming Xbox Community Games model, is also ahead of the curve compared to most consoles. Finally, the iPhone is seeing continued success based on low game prices and being bundled into the phone device.

On the other hand, it's probably premature of Joswiak to write off the DS and PSP completely. The app store lets in games of all types, but so far we haven't seen many killer apps. And while Apple may be ahead of the curve in some respects, Nintendo and Sony are setting their sights on digital distribution plans of their own, in addition to the lucrative physical copies. Both companies also have more established relationships with developers and publishers to offer exclusivity deals.

Keep in mind, as VP of marketing, it's Joswiak's job to hype his product. The iPhone is certainly an interesting addition to the portable gaming landscape, but take his comments with a grain of salt as you would with execs from any other company involved in the console wars. Apple is simply a new contender.