Apple Inc (AAPL): 10:23 AAPL Apple embraces casual gaming...

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Friday, 02/09/2007 10:25:47 AM

Friday, February 09, 2007 10:25:47 AM

10:23 AAPL Apple embraces casual gaming - BusinessWeek.com (85.37 -0.81) -Update-

BusinessWeek.com reports as iconic as Apple may be in consumer electronics—from personal computing to digital music and, now, mobile phones—it hasn't exactly set the gaming world on fire. The Mac lags behind competing brands in gaming software. But in recent months,

Apple has shown a new openness to gaming by introducing a spate of titles for its iPod digital music players. The co tapped several game publishers, including Electronic Arts (ERTS) and Namco, to deliver a selection of casual games. Apple's casual gaming foray is unlikely to end with the last version of the iPod.

Apple is discussing games for the iPhone, due to be released in June, with the casual gaming arm of ERTS, BusinessWeek.com has learned. Apple could also release games for Apple TV.

Apple is mum on gaming plans for the iPhone or Apple TV, but Mitch Lasky, senior vice-president of EA Mobile, says his co is discussing plans for games on the phone. "We have been talking to Apple about games on (the iPhone)," Lasky says. "We see a lot of the technology that we've utilized on the iPod side being incorporated into the iPhone."