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8th July 2021

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Apple Conference to clash with E3

Worldwide Developers Conference to overlap with E3 2011 in June

The annual Apple Worldwide Developers Conference (WWDC) is to take place at exactly the same time as E3 2011 this year, although it is unclear if Apple is purposefully attempting to overshadow a major video game event or not.

This year's WWDC will take place from June 6 through June 10 at San Francisco's Moscone West. E3 2011 is due to run from June 7 to 9 at the Los Angeles Convention Center, with hardware manufacturer media events traditionally taking place on the two days preceding E3 itself.

Although its attendance is purposefully smaller the WWDC is, like E3, the most prominent regular event for its industry. It is often used by Apple to make major new hardware and software announcements, such as the iPhone 4 last year. Third party developers also regularly use it to reveal new products.

This year's WWDC is widely rumoured not to feature any major new hardware, with neither an iPhone 5 or iPad 3 thought to be imminent. E3 2011 is expected to see the first public hands-on demonstration of the NGP portable console, with speculation suggesting that Nintendo may allude to its next home console.

For the last four years WWDC has been held in the second week of June, while E3 has run in the first or second week of June since returning to its original format in 2009. Prior to that E3 has been held variously in May and July.

Although the clash of dates can again be put down to coincidence Apple was accused of purposefully scheduling the announcement of the iPad 2 close to Nintendo president Satoru Iwata's keynote speech at the 2011 Game Developers Conference.

Apple then went on to launch the iPad 2 in Europe on exactly the same day as the Nintendo 3DS, although again many commentators attributed this more to an attempt to beat rival tablets to market rather than a direct competition with Nintendo.

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8th July 2021

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Latest comments (16)

Vlad Zotta Operations Director / COO, Netzah Game10 years ago
I have to quote from Ronin (1998): "Whenever there is any doubt, there is no doubt. That's the first thing they teach you."

Apple can overshadow the whole E3 with the announcement that its Apple TV is transformed into a gaming console for the living room. For me, this is not an "if", but more of a "when". Reading this news is pretty much a confirmation for me that Apple's strategy is now focused on games, after being focused on media and books. For example, books and games are 1/3 of the whole Appstore. Apple concentrated on book sales and so it released the iPad (on top of the already present media offering).

Next on their list there should be a Gamestore with a dedicated device to enable developers develop and publish more titles and especially more expensive titles. Since most of the games on the Appstore are priced around 1$, more revenue for Apple means either more titles or more expensive ones. As you cannot sell more expensive ones on current mobile devices, the only logical step would be to offer the right kind of hardware...a gaming console.

Their Apple TV is capable of running apps and it uses the same os as with all other mobile devices. One more thing. mobile.me going cloud could be another signal towards this path. Upgrading Apple TV to current hardware (iPad 2) and designing a gaming controller that pairs with Apple TV via Bluetooth is all Apple needs to do in order to attack this market.

This means that we'll see games priced in the range of 10-20USD, which is exactly the market of the XBLA and PSN titles. And MS/Sony won't even see it coming :)
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Richard Westmoreland Senior Game Designer, Codemasters Birmingham10 years ago
An Apple designed gaming controller? Surely that would only have one button? ;-)
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Antony Johnston Writer & Narrative Designer 10 years ago
Worth noting that the latest strong rumours are that NO new hardware will be announced at this year's WWDC, and the conference will instead focus entirely on software. So I think E3 is quite safe for now.

(Of course, that doesn't stop Apple introducing new hardware at a separate event outside of WWDC. But not at the event itself, by the sounds of it.)

@Vlad: much as I personally hope you're right, I suspect it's wishful thinking. I do expect the Apple TV to start running third party apps soon, but I don't think it'll be a major game device. The "controller solution" is likely to be an iPad, like with the HDMI-mirrored version of Real Racing, and I have my doubts how well that will scale.
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Show all comments (16)
Private Industry 10 years ago
A apple console would be the worst thing ever, who wants to buy a overpriced system every year except the dedicated Apple fans? :)

Most who follow the E3 are core gamers for them Apple cant overshadow the E3.
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not to mention, this continued Apple dribble of hardware/software along overpriced marketing is really unhealthy for tech growth. I'm happy to keep to the ongoing XBOX and PS3 formats. At least there is a real choice there :)...
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Bostjan Troha CEO, Zootfly10 years ago
Overshadow? Come on...
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Vlad Zotta Operations Director / COO, Netzah Game10 years ago
@Anthony: yes, the ammount of evidence is small but since last year there are more and more pointers in this direction or signals if you want. Apple has always offered the right kind of hardware for the digital products they're selling. the only missing link right now is a dedicated gaming device in order to tackle the higher priced products, a trend that started with the Mac App Store.

digital distribution is growing more and more each year and Apple now has a pretty large user base which has already been educated to buy apps, mostly due to their low-priced apps. unfortunately, that's why they cannot sell high-priced apps on current mobile devices (why buy games for 20USD when you can have games for 1USD) but, delivering the right kind of hardware will enable them to price apps higher. it's the same recipe they used with iPad app pricing versus iPhone app pricing.

the Apple TV turned video game console will help them raise the app price once more, as they did with the iPad when it launched (well, not them, the developers, but you get the idea). Apple, like any other company out there, has to grow and this is their business model for the digital distribution. It seems logical (to me) that they will continue to pursue it.
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Antony Johnston Writer & Narrative Designer 10 years ago
@Vlad: Like I said, I hope you're right. But it would be quite a sea change for Apple -- they're a hardware company, and their software sales (even their 30% from the app store) are a drop in the ocean compared to their hardware profits. I disagree that raising app prices is a priority for them.

But, obviously, we'll see in a few months' time :)
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Vlad Zotta Operations Director / COO, Netzah Game10 years ago
@Anthony: please, don't get me wrong. I also wouldn't call it a priority, but it's segmentation. This actually happened with the release of iPad, so if they're going to offer smthing more on the hardware front, the price will go up again. In turn, this will convert more and more developers to port to iOS or even consider iOS a primary development platform. Basically, this move would open up an entire market segment for Apple and entering markets is smthing Apple is keen on doing lately.
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Chris Elwyn Animator 10 years ago
I would expect an announcement of the release date for Lion, the next version of Mac OS, to be the main event at WWDC this year – maybe an update to iOS as well?
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Greg Wilcox Creator, Destroy All Fanboys! 10 years ago
Pippin II FTW...
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Antony Johnston Writer & Narrative Designer 10 years ago
@Greg: The shadow of Pippin is one reason why I'm skeptical. Jobs has a looooooooong memory ;)
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Kevin Aquino Studying PhD (physics), University of Sydney10 years ago
If they were to release a console i think it would resemble something like ... http://www.youtube.com/watch?v=9BnLbv6QY...
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Andy Grimbal  Game Production, Turner Entertainment Network Asia10 years ago
I'm surprised the article even expresses its doubts as to whether "Apple is purposefully attempting to overshadow a major video game event or not."

First GDC, now E3. This is no coincidence.
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Private Industry 10 years ago
Apple did something during the GDC?
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Chris Bryan McGuyver, 3d artist and prop builder 10 years ago
A game system by Apple would be a disaster, again. Only apple-zombies would buy it. And in 6 months buy the new white model, and in another 6 months buy the new one that includes a second controller.
Apple trying to overshadow E3? Please, E3 is too mainstream, apple-zombies are all about underground.
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