Time for sharp competitive intelligence

Rumors of Apple gunning to enter the handheld games market have been circulating for a while, but a new trademark application discovered by Trademork dated Feb. 5th seems to lend credence to the rumor mill. According to the application, Apple is upping its trademark to include “Toys, games and playthings, namely, hand-held units for playing electronic games; hand-held units for playing video games; stand alone video game machines; electronic games other than those adapted for use with television receivers only; LCD game machines; electronic educational game machines; toys, namely battery-powered computer games.”With the enormous popularity of the iPhone and the phenomenal success of the iPod, anything handheld from Apple seems like a sure fire hit. But on the other hand you have Apple’s inability to bring a lot of quality games to their platforms. If this gaming device does come to fruition, will it end up being the next DS or just another Gizmondo?

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