Apple trademark filing revives handheld gaming rumors

Iconic hardware and software manufacturer Apple, best known for cultural-changing devices like the iPod and iPhone, could be ready to disrupt a new industry: video games.

In a trademark filing date February 5, Apple amended its trademark to include "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."

According to trademark watchdog site Trademork, which discovered the Apple filing over the weekend, there is very little evidence that a Cupertino-developed gaming unit is actually being developed. The only morsel that holds any weight is that Apple announced plans with once-rival Intel earlier this year to begin work on a line of ultra-mobile processors for a series of handheld gadgets.

With past gaming failures like the Pippin as well as Apple's inability to secure quality gaming partnerships still fresh in people's minds, is the idea of an "iGame" a case of Steve Jobs biting off more than his company can chew?

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Jack Loftus

GamePro (online)
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