Apple and Nintendo Sittin' in a Tree

I-n-n-o-v-a-t-i-n-g

Apple Computer has outlived so many supposed mergers, buyouts and hostile takeovers that it should be the subject of a drinking game: "If Company A is expected to merge with Apple -- take a drink!"

"The buyout" as a rumor has become a perennial favorite and now rivals popular chestnuts such as the resurgence of the Newton Handheld. (An oldie but goodie.)

The most recent chapter involves a wet-dream merger between Nintendo and Apple. (Tip back that shot of Jaeger!) While popularly debunked -viability doesn't really come into play when discussing Apple- this development is interesting for a few reasons. (Not least of which being that the age-old "Disney-Apple" union is played out and dull.)

Popularly unpopular.

Anyone who's been paying attention over the last decade knows that both Nintendo and Apple were one-time Golden Boys with high-profile falls from grace. (To be fair, Nintendo managed to sustain it's reputation and dominance for longer than Apple.) Each was an innovator that failed to innovate their way to dominance.

Nintendo successfully fended-off Sega year after year only to be beaten out by Sony's Playstation. A big part of this was their unwillingness to promote overtly violent and/or "adult" video games. It could also be said that Nintendo's console releases were underpowered when compared to the Playstation and PS2. (Not to mention the late-entry XBox.)

This eventually led serious gamers to adopt a ho-hum attitude about Nintendo's offerings. Fast-forward to 2006 and this perception is set to change with the release of the Wii: Gamers seem hungry for innovation and game-play and less interested in superfluously realistic graphics as a selling point. Factor in a price point that drastically undercuts the competition and Nintendo is suddenly the console to beat long before its slated release.

Apple has followed a similar path over the years: Price (and the perception that Macs were for kids) was enough to keep "serious" computer users at bay. 1997 introduced the world to the iMac and the rest, as they say, is history. (Credit is also due in large part to the popularity of Mac OS X and an increasing dissatisfaction with rival OS Windows.) Any way you slice it, Apple is currently sitting prettier than it ever has before. (It definitely helps that price is no longer quite the issue that it once was.)

Apple and Nintendo tend to "think differently" in their respective markets and while that's never really worked for either in the past -- it seems to be their ticket to ride in the present. Both are now in the enviable position of not having to be "first" to remain profitable. (Contrast this to Nintendo's rivals, who have to lose money if they want to come out on top.)

Portability is all the rage.

I find it interesting that Apple and Nintendo both bolster their core market with a peripheral device: Each produces a secondary handheld unit that can interact with it's primary product and that is arguably their introductory drug that brings in new customers. More importantly, both have also managed to corner the market for their respective device.

Nintendo has actually been utilizing this strategy for years: The Gameboy has been a staple for ages and no competitor has ever usurped their number one position in handheld gaming. Each new iteration (from the Gameboy Color to the DS Lite) has built upon the success of the last and innovation has played a key role in the evolution that has given rise to the DS: Two screens, a built-in microphone and bluetooth wireless networking all add up to an impressive debut that has thus far shut out Sony's rival PSP. (A free gaming network from Nintendo is just the icing on the cake.) Key to this success is that none of these features are masturbatory or excessive. (Rumored connectivity with the Wii only leads to tantalizing thoughts regarding possible features.)

Apple is a relative newcomer to this strategy but has made up a lot of ground despite the late entry: The introduction of the iPod and it's bed-mate iTunes has produced nothing but accolades (and market share) over the last few years. Rivals (and sour-grape critics) pour on the hate -- but respect must be given to the massive success and brand recognition that the iPod has brought to Apple. (Both in the digital music realm and in its computer division: The much vaunted "halo effect" is impressively notable.) The iPod is a major driving-force behind the reversal of consumer-opinion regarding Apple Computer -- no small feat for such a small device.

The Gameboy and the iPod share a strategy: Do (essentially) one thing and do it really well. Both have branched out a bit (web browsing on the DS and video on the iPod) but they remain deeply committed to games and music, respectively.

Substance; overt style.

Both companies also know that style is important but that it's nothing without substance: Neither would be enjoying recent success if there was nothing holding up their well-designed facades. Design isn't a mask -- it's an ideal that penetrates right to the foundation and they seem to "get" this more than the competition: Sony thought that releasing a "PSP White" would be an adequate response to the DS Lite and will soon find that a simple face lift isn't going to make a difference when their problems weren't aesthetic in the first place.

It's pretty clear that the DS Lite (Nintendo's most recent handheld) is an effort to mimic the look (and success) of Apple's iPod line: While not an official collaboration (nor persuasive evidence of a merger -- drink!) it's hard to overlook the obvious inspiration.

On the other hand, Apple has always been considered a stylish company -- it's only recently that they've been taken seriously (by the average joe) as a stylish company with something to say. It took around 20 years to get to this point, but Apple is finally a beauty with a recognized brain.

To merge, or not to merge?

It's been pointed out elsewhere, but Nintendo is a relatively ancient company when compared to Apple and it's doubtful that they would agree to sell even if Apple were interested. At any rate, there isn't really much for either to gain through a merger that couldn't be gained just as effectively through strategic partnering. A partnership would mean that they could play off of each others strengths and wouldn't involve the messy paperwork of a merge.

Note: The following is speculation -- It may be too late in the development of the Wii for any of these ideas to be implemented but oh what an idea it is:

It's widely known that Nintendo's next generation console will provide access to an extensive catalogue of video games that will include all of Nintendo's past offerings, as well as Sega's entire back-catalogue.

Pop quiz: What company has extensive success with an online store that sells media for it's hardware? (Hint, it's the same company who has always been plagued with a lack of games for it's hardware.)

Now, add two and two together:

• Apple licenses a version of the iTMS to Nintendo.
• Nintendo sells video games, music and videos via the Wii and it's integrated iTMS.
• The Wii would have ports for syncing with an iPod (music and videos) and with the DS for (compatible) games on the go. (All purchased games could also be played from the Wii on a television.)
• Add a movie store and a Wii version of "Front Row" to the equation: Apple suddenly has a link to the living room without having to create it's own media center.
• Add bonjour technology and you have a wireless link between a Mac and a Wii.
• A mac-only version of the iTMS would include access to Nintendo's game library. Software emulation could provide a way to play those games smoothly (and legally) on a Mac or on the Wii. The historical lack of games for the Mac would be instantly negated.

Again, this is such an obviously brilliant plan that it pains me to admit that it's not going to happen. Something this insanely great fits in the category of "wildest dream" and would require the relinquishing of several "first-born" children for any hope of fruition.

Welcome back to reality.

Speculation is fun, but even without such a partnership; the simpatico nature of Nintendo and Apple is interesting to note.

Coincidentally similar? Perhaps. Then again, one suspects that studies would reveal an overlapping user base.