We've speculated on the possibility of the AppleTV system being expanded into a console-style big brother to the iPhone, which Appy Entertainment also agrees is the next big step for the electronics giant.
Speaking in a conference call, Ubisoft CEO Yves Guillemot added his vote to the notion of Apple's continued march into the gaming world.
“There's a new entrant in the business - Apple, with the iPhone,” he says, according to Kotaku. “And we don't think they will stop there.”
But Guillemot isn't just talking about gaming. He seems to believe that Apple will make a move to combine multimedia entertainment of all forms into a kind of super-set top box, with a close association to the iPhone for those dreadful moments when you have to leave the living room.
“We will see more customers coming to the video game industry - they will start also to come under the boxes you see under the TV because those TV boxes will be more powerful,” he explains.
And he's probably not wrong. Apple's bitter rival Microsoft has aspirations of encompassing all our gaming, viewing and listening needs both in the home and on the street with its expansion of the Zune brand into a new handheld device and onto the Xbox 360 (get ready for an announcement that Microsoft is teaming up with a big name in broadcasting on its console).
Seeing as the iPhone already encompases the majority of our multimedia requirements, expanding this service to the living room TV is a natural step, and could create a whole new world of entertainment that both spans, and blurs the edges of, our gaming and viewing habits.
"We will see more consoles on which we will be able to put products. You saw new interfaces with the Wiimote and also with the DS with the stylus. What we see for the future is they will also be big announcement in interfaces. It will not only happen in consoles but also happen on those TV boxes as well,” Guillemot concludes.
Your thoughts on a postcard.