Games are seriously big business these days. With the recent launch of Microsoft's Games for Windows program, in addition to an expanding console, mobile and handheld market - commercially, gaming is huge. Only a few years ago did we see Microsoft break into the console market with their release of the Xbox, which competed with Sony's Playstation 2, and the Nintendo Gamecube. Though at the time a foreigner to the console market, Microsoft have done pretty well for themselves in the console market since then.

This brings to light the following question - what comes next? Well, it seems that perhaps Apple might be attempting to break into the gaming market soon, having recently upgraded their trademark with some new information which could potentially mean that we could soon be seeing Apple hand held gaming devices - or even perhaps a console.

The trademark update which was filed by Apple covers the following:

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.

Though broad, and somewhat obscure, as trademarks often tend to be, this could be seen as Apple covering themselves with their small collection of games currently available for the iPod (in all its variations), or it could potentially mean greater things such as even a dedicated console for the home - (possibly to compete with current gen stuff like the Playstation 3, Xbox 360, and Wii), or maybe a dedicated "iGame" type device to compete with the PSP or the Nintendo DS?

The history of Apple and games however isn't exactly promising in relation to this as it is a pretty niche market with most Apple computers out there as either standalone desktop systems, video editing platforms, or machines used in design firms, some companies and other places - certainly not the same level of market penetration as a Windows machine.


Max Payne, Warcraft 3: Reign of Chaos, No One Lives Forever
This doesn't mean that gaming on the Apple platform is far from dead, many companies have ported games to OSX. EA have recently started aiming for consistent releases for OSX, whilst Blizzard have been releasing Hybrid games which work out of the box for both OSX and Windows for quite some time. Aspyr also have a history of releasing or republishing PC titles for OSX, even relatively recent titles like Enemy Territory: Quake Wars, Doom 3, and other older titles like Max Payne and No One Lives Forever.

However, Apple do have a potential hole to fill within the handheld or portable market, with the prospect of improved iPods or portable devices capable of games could be an interesting addition to what is already a popular product.

It isn't the first time Apple have attempted to enter the gaming market however. The failed Pippin, which entered the market in 1995 hardly ever saw the light of day.

Many have a love of Apple products for their design, stable operating system, and some even as a fashion accessory (we all know the type). Gamers however in my experience tend to be pretty cynical towards Apple products which can sometimes be unfound, or pure hatemongering.

It will be interesting to see how this develops.