The Granny Smith Theory: Apples Gaming Epiphany

Ever since the first Intel-based Mac computer hit the market a few years ago, gaming industry insiders have tried to dissect Apple's gaming strategy. While the company remains on the same decisive path when it comes to its hardware and software direction, the question's still in regards to what Apple hope to achieve when it comes to gaming.

Gaming on an Apple platform these days isn't as blasphemous as it once was. It was with the introduction of Intel-based hardware from Apple that gamers expected more titles. However, Microsoft was always a step ahead, forming and maintaining strong relationships with the world's biggest and best developers. Not only did Windows gamers get games first, they also got the better, more refined experiences compared to the Mac counterparts.

While Apple continued to lag behind in gaming, questions still swirled around the industry, with rumours suggesting a partnership with Nintendo, and perhaps even their own console to take on gaming heavyweights in Microsoft and Sony (Nintendo at the time had struggled with the Gamecube, falling third in console sales behind the XBOX and Playstation 2. Ironically enough, Nintendo was the only gaming division of the three to make a profit from their console).

It wasn't until the iPhone hit the market that gamers everywhere started to take notice. However, the response was different to that received by the likes of Nintendo, Sony and Microsoft. Gamers were wary of what the iPhone had to offer, as its button-less display, sleek appearance and single touch-screen raised questions about its ability to house top-quality gaming software. It was in its own Apple-esque appearance that was ironically the cause of the wariness. However, with the iPhone came the world's first glimpse at Apple's genuine gaming strategy.

With the release of the iPhone 3G in mid-2008, Apple quickly became embedded in gaming culture. In the space of just over two years, the company has contributed quite significantly to the growth of handheld on-the-go gaming, taking advantage of a network that was screaming for attention. There are over 250,000 applications available on the App Store (which launched in 2008 shortly after the release of the iPhone 3G), with over five billion downloads to date. Every single piece of software available for download is licensed by Apple, indicating how strongly embedded they are in their own gaming culture.

While the questions and rumours plagued the internet for years, Apple did what it does best, coming from nowhere to redefine a particular aspect of a growing industry. The iPhone and iPad not only offer a new way to game, but they are part of a completely new industry that Apple has essentially grabbed hold of and called it its own.

But was this Apple's intention all along? Is this the peak of their gaming strategy? They are essentially alone in the market, with other smartphone manufacturers offering similar but inferior download services. The iPhone now has enough market presence to justify a new gaming division for Apple, but is that something the company wants, or even needs? With the iPad now released across the world, Apple has continued to propel itself high atop the downloadable content market, which is what, arguably, put it into the minds of gamers in the first place. With Bill Gates insisting that digital distribution is the thing of the future, has Apple's sudden influx of interest in gaming given the entire prospect a boost?

Consider the introduction of the Wii. It has essentially created an entirely new gaming market - the non-gamer. More females are gaming more than ever (almost 50% of gamers in Australia are female), and it's probably safe to say that the DS and Wii can be thanked for that. It would be no surprise if Apple took notice of this, using its already established brand to develop a product that would appeal to a number of different demographics. Once Apple had a product that was in the hands of everyone, they could penetrate the games market, offering a service to everyone that had the phone. The XBOX and Playstation brands are purely embedded in gaming culture, therefore limiting the market as a whole. This is ultimately where much of Apple's recent success with gaming lies, as they've been able to blend gaming into their products, which are widely used, no matter what the age or gender.

As both the iPhone and iPad garner respect from gamers and industry professionals alike, has Apple's unique gaming strategy finally paid off, or is this the beginning of bigger things to come from the company?