Nintendo and Mario creator Shigeru Miyamoto's influence on the games industry has subsided as hardware from Apple takes over as the most inspiring for young gamers.
That's according to EA's chief creative officer Richard Hilleman, who argues that it is now Apple's Steve Jobs who, despite his passing, is now the most inspiring thanks to the legacy of the hardware innovations he left behind.
Hilleman acknowledged Nintendo's long history of redefining gaming hardware innovation. "I thank Miyamoto for that," he said at the DICE Europe conference, reports Games Industry.
"But he's falling down on the job," Hilleman added. "And for the past five years that job has been taken over by a dead guy from Cupertino."
He went on to blame the pricing and complexity of modern dedicated gaming hardware. "We've asked for too much time, too much skill, and too much money, sometimes all at once," said Hilleman.
"Customers today... are generally looking for a single fabric of play. They want their game where they want it, when they want it, and at a price they can defend to other people."
Nintendo's latest console, the Wii U, launched in November 2012 with its key feature being a touch screen embedded into the controller.
Nintendo has a number of major software launches planned in the coming weeks and months, including The Legend of Zelda: The Wind Waker HD, Super Mario 3D World, Mario Kart 8 and a new Super Smash Bros. title.