Nintendo of America boss man Reggie Fils-Aime has said he views Apple as a bigger threat to Nintendo than rival Xbox platform holder Microsoft.
Speaking with Forbes, Fils-Aime acknowledged small games, and even other pastimes, as competition to Nintendo. "I compete with Zynga, I compete with surfing the net, I compete with the newspaper," he said.
But it's Apple who poses a significant threat - even more than its rival Xbox firm. "Do I think that in the near term they can hurt us more than Microsoft? Absolutely," said Fils-Aime.
But he says that while Apple's focus in gaming is on casual experiences like Angry Birds, Nintendo has the edge because its games "can consume", in Forbes' words, admitting that he's put 150 hours into Dragon Quest on DS (have you really, Fils-Aime?).
Apple last week confirmed it sold through 14.1 million iPhones in its Q4 2010 results - a 91% year-on-year rise. This, along with 3.89 million Macs, 9.05 million iPods and 4.19 million iPads snapped up by gadget-craving punters resulted in Apple's "highest revenue and earnings ever".
iPhone 4 was chosen by Sega as the only portable platform to get its mascot's latest game, Sonic the Hedgehog 4, shunning DS and PSP.