Why Apple Will Never Make A Game Console
The prospect of Apple making a game console has been discussed before, but if Apple were to do such a thing it would entirely kill what the company is aiming for and thus become a failure.
When Microsoft released the Xbox in 2001 it was a new contender in the video game market. Many were accustomed to the already big names such as Nintendo, Sega, and Sony. Entering and dominating the console market was no easy task, but Microsoft pulled it off and was able to create a console worth playing while focusing on media capabilities.
This trend is continuing today with consoles focusing not just on game play but networking, media playback, and becoming what computers already are.
As time goes on consoles will become multi-core consumer supercomputers with the potential to pose a threat to the PC market not only because of the power, but also because games are made specifically for that hardware configuration and operating system so the need to upgrade won’t be for another couple years at the very least.
Now let’s say Apple does decide to enter the console market. How would it compete with Sony, Microsoft, and Nintendo? Nintendo is in the lead and their strategy varies greatly from its competitors. Instead of focusing on HD graphics, next generation drives, and extended media capabilities, the Wii focuses on a cheap, family-oriented console, forgoing the use of high-end hardware to create a 300 dollar gaming device. The inclusion of a next-generation gaming controller has also led to its dominance in the market, encouraging users to just enjoy the game.
This is something Apple cannot do, the cheap end of the console market. The sweet spot is focusing on casual players and forgoing hardware that would force Nintendo to sell the console at a loss just to get close to a price point the consumer would like. The PlayStation 3 is sold at a loss in order to promote Blu-Ray, and the same goes for the 360 but Microsoft is relying on making a profit later as the cost of hardware goes down.
How would Apple penetrate this? No doubt their pricing would be close to a thousand dollars and the hardware would be close to the specs of a current Mac and include a Blu-Ray drive with media capabilities meant to stream from iTunes.
Hmm, media capabilities…sounds a lot like the Apple TV, doesn’t it? Apple already has that in place to promote its iTunes/iPod/iPhone campaign so let’s subtract media capabilities. That will leave us with high-end hardware (for a console) that is close to the specs of a Mac if they decide to go with Intel for the CPU, which would be likely due to Apple’s great partnership with the company.
If this console is so reminiscent of a Mac, why even create it? Apple needs to focus its efforts on gaming on the Mac, which compared to what Microsoft can offer with Windows is very weak. Instead of creating a console with specs that won’t change for about 3-5 years (with the exception of faster disc drives and increased storage), focus on enhancing gaming on the Mac. This can be done by piggybacking off of Windows in some way to play the many games available for the competing operating system until game producers become drawn to OS X and what it can offer with gaming.
Another crucial aspect is hardware upgradability. Despite what Apple and Mac users may think about big box towers, you have to admit they are very accessible and upgrading a component can be done in under a few minutes; this is something Apple either lacks or excels at which is only exclusive to the Mac Pro and the Hard Drive/Ram in the MacBook.
Going with a console would kill any chance Apple would have at offering the Mac as an all-in-one machine, placing it further from the reach of consumers. Apple already has started on its plans of incorporating iTunes content into every aspect of your home and lifestyle, so creating a console with media capabilities would be redundant because the iPod/Apple TV can do the same thing.
Even with handhelds, Nintendo dominates with the DS and DS lite. The reason for this is the same as for the Wii. Focus not on high-end hardware but on what can be done to enhance gameplay. This is something Sony did not learn with its PSP. Even with its capabilities and enhanced graphics and upgradability it could be considered a luxury, and if Apple implemented similar functions then it would compete with the iPod as the iPhone will. This creates too many devices consumers will have to decide on, which is why you shouldn’t expect Apple to enter the gaming market any time soon.
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*ahem* Apple DID make a game console… Pippin.
The prospect of Apple making a game console has been discussed before, but if Apple were to do such a thing it would entirely kill what the company is aiming for and thus become a failure.
What is Apple aiming for?
The fact that the company’s name has been changed from Apple Computer to Apple Inc. tells us that they plan to diversify Apple’s product line, which up to that time had been heavily concentrate in computers and iPod. Now we have the iPhone and the Apple TV. If Apple releases a gaming device featuring Apple design and ease of use would it be a failure? I dont think so. But is more likely to see gaming features in the Apple TV.
10 years ago, nobody would ever thought that MS would debut in the gaming market. The market was dominated by Sony’s PlayStation and the failure of the Sega’s DreamCast proved so, -but- in 2001 the Xbox was introduced to the market right after the PS2 and it was somehow successful, showing how dramatically things can be changed.
5 years ago, thinking of a video capable iPod was thinking of an absurd idea, who would want to watch movies in the iPod they say, look at Apple right now, the iTunes Movie Store has been a great success and reciently they made it big with the Apple TV.
...which is why you shouldn’t expect Apple to enter the gaming market any time soon.
Wrong, Apple is already in the gaming market, haven’t you heard about the iPod games? Those games are being sold in the iTunes store already and a few days ago two new titles have just been added to the lineup —Ms. Pac-Man and EA Sudoku— bringing the total number of iPod games to an even dozen.
What I think will come next is Apple games for some sort of second generation Apple TV, something simple I think, making the Apple TV a media center/gaming console.
Apple will not do a standalone game console for a simple reason. The only way to make money on such a system today is to give it away almost for free (or if you’re Microsoft, at a loss), and then make all of your money back licensing content. But Apple doesn’t license content. If you look at all of their business models this is something they have assiduously avoided, and they had plenty of opportunities to get into it.
Why don’t they do this? I believe that Apple’s business model is to focus themselves in a few interrelated directions and leveraging the cooperation of these technologies in favour of both their customers and their own bottom line. You can’t do this if you buy yourself into markets that create a conflict of interest. If you are generating income from licensing content, then you are going to want to tightly control that content as much as you can. This works directly against your interest in smoothing the use of it by the customer.
For example, if Apple had decided to license access to iTunes and iPods to podcasters and musicians the way Sony and Microsoft do with their consoles (seems backwards doesn’t it—that’s the gaming industry), Steve Jobs could never have written his anti-DRM essay without a shareholder revolt.
If you want to remain lean and mean and to make moves nobody else can, don’t conflict yourself with cross purposes the way everybody else does. Apple knows this, which is why they do not sell licenses to write for their hardware. Which is why they will never get into the gaming console business as it currently stands.
Sweetening the iPod with a few games is another matter, because the iPod is plenty profitable all on its own. It would be impossible to achieve this and remain competitive in the console market.
Good news, everyone!
Bad news, everyone!
Considering that the iPhone has set back the release of Leopard until October, I don’t see how Apple could devote the resources for an entirely new product as complicated as a game console without serious expansion of personnel and financial investment.
Of course, as always with Apple, they won’t ever do it…until they do. So who knows, but it seems to me like the iPhone is keeping their hands full for the moment.
No, I think Apple is quietly launching a gaming platform courtesy of the Apple TV and the soon to be released iPhone.
Apple is now offering teaser games, those cute, simple, and cuddly games from the iTunes Store for mere $4.99 a pop. Whoever thought those games will ever be a serious challenge to the Playstations, Xboxes, or Wiis? Not now, but they will evolve.
And that is exactly what Apple have on their game plan {pun intended, surely}. Apple’s core $$$ generators are the Mac and the iPod. Every device that Apple will concoct from their labs will be tied to those ecosystem to further promote and expand their reach.
Games will only be a byproduct of this and not become Apple’s obsession nor passion. They will let third parties create these games just like the iPod “socks” makers. The games sector for the Apple TV, iPhone, and the widescreen iPod will grow as demand for these devices grows.
So, yes, NO dedicated Apple gaming rig. But, no, Apple will as a consequence of the Apple TV, iPhone, and the coming widescreen iPod will undoubtedly launch the gaming-on-demand (GOD?) revolution not unlike the Nintendo Wii’s…only much better.
If Apple launched a game console it would be ridiculed.
However, Apple has done well by adding new capabilities and then underplaying them. I agree they should grow the gaming capabilities of the Mac, including helping cross platform porting.
And for games with less dynamic action, make them available on the AppleTV. It’s plausible the AppleTV could not only play the simpler games, but also some great strategic games.
(in fact, while the PS3 and Xbox360 camps are pushing the fast action games and the Wii goes for simple fun… is there a gap in strategy networked games?)
ps. In essence…
If people want a movie player the AppleTV is good.
If people want a games player, Wii or PS3 are good.
If people want a games player that does movies - they’ll choose Xbox360 or PS3
And for now, if people want a movie player that does games - they’ll still choose the Xbox360 or PS3
Can Apple develop enough gaming capability in the AppleTV (even if it’s simpler games) that someone wanting a movie player that does a few games will pick Apple over the rest?
If Apple launched a game console it would be ridiculed.
I’m not so sure I agree. You have some arguing that the iPhone or Apple TV is some sort of viable “gaming platform” as if playing Bejeweled for $5 is comparable to the Xbox 360 or PS3.
If Apple ever offered up any sort of legitimate effort, it would be hailed (by existing Apple fans and the tech media) as the greatest, bestest, most awesomest thing ever starting the MINUTE it was announced.
Apple’s greatest assets are its genius programmers who know the macintosh better than anyone else in the world. Developing this kind of core competency on anything takes time more than it takes money.
You are right, Beeblebrox, but only because Apple does not put out half-assed products. If Apple offered up any sort of legitimate effort, it would be because they found a combination of elements that was eminently desirable. That is what Apple does.
ou have some arguing that the iPhone or Apple TV is some sort of viable “gaming platform” as if playing Bejeweled for $5 is comparable to the Xbox 360 or PS3.
Nobody is saying this.
Apple is now offering teaser games, those cute, simple, and cuddly games from the iTunes Store for mere $4.99 a pop. Whoever thought those games will ever be a serious challenge to the Playstations, Xboxes, or Wiis? Not now, but they will evolve.
—Robo
Not sure I agree, but it’s a thought-provoking suggestion. Oh but sorry, I forgot for a moment that facile ridicule was the only argumentative device in your repertoire.
Personally I will have to echo Zhou En-Lai in thinking it’s rather too early to say.
I would be more inclined to agree with you, RI, if the Apple TV didn’t have a highly underclocked CPU. After all, the GPU(s) is (are) more than powerful enough to beat out say the PS2. But a 350 MHz Pentium M processor seems to point to it not being intended for gaming, and the passive cooling of this device would be a real limiting factor even if some kind of dynamic speed-stepping were practical. (is it? (Perhaps it’s already built in?))
Al-though...
http://web.mac.com/macos_on_appletv/iWeb/Site/Blog/40480DAF-8E2A-48DB-84F0-A376D698A6F8.html
...I entertain the possibility that I may have to eat my words. It is a potent little critter indeed.
Nobody is saying this.
No, of course not.
Apple is quietly launching a gaming platform courtesy of the Apple TV and the soon to be released iPhone.
[...]
And for games with less dynamic action, make them available on the AppleTV. It’s plausible the AppleTV could not only play the simpler games, but also some great strategic games.
Again, some self-gratifying persons will only stick to what is called the present. Somehow, these people have the cemented idea that Apple is not technically adept at crafting serious gaming platform.
They are and they will. Albeit, not at what you think it is: a platform device solely dedicated to the gaming genre like the Wii or PS3. Yes, I know, they can play movies on discs and browse the internet. But, in all probabilities, they are bought and sold as a games machine and not the other way around.
The AppleTV v. 1.0 is designed to test the waters of bridging iTunes (Mac or PC) to an HD panel. To make the technology feasible to produce and affordable for consumers, Apple had to redesign the Mac mini logic board to strip out the expensive and non-essential parts. I had expected this in the past while others saw an iPod design being implemented upwards instead.
Silly them. Those same persons just could not see technology as a continuously moving target.
The same phenomena of such mobile “bullet” called technology will eventually endow the AppleTV of such serious gaming capabilities now enjoyed by those dedicated platforms.
In the short span of 3-5 years (at least three AppleTV generations) will undoubtedly unleash this Gaming On Demand. Imagine not spending $60-80 bucks each to play the latest and greatest action/adventure game?
Yes, you can chuckle away at the humble, little AppleTV today. The AppleTV is here to introduce and immerse entertainment consumers with a new paradigm.
It is this new paradigm of entertainment distribution and consumption that will shatter Blu-Ray’s and HD-DVD’s best hopes of extending DVD’s lead.
So much for physical HD movie medium. In the future, the pervasive entertainment distribution is that thing running in them RJ-45 jacks, not plastic discs.
Apple is quietly launching a gaming platform courtesy of the Apple TV and the soon to be released iPhone.
—Robo
You have some arguing that the iPhone or Apple TV is some sort of viable “gaming platform” as if playing Bejeweled for $5 is comparable to the Xbox 360 or PS3.
—Muppet
Again, nobody is saying this. Except perhaps the invisible gnomes I have come to believe whisper these posts into your ear.