Microsoft's incredible financial might may have allowed it to break into the console market in the last decade, but what chance could any potential new contender realistically have of doing the same?
Not much, according to EA vice president Eric Soderlund, though he can name one company who might just be able to pull it off.
If it was anyone but Apple, I'd say that's going to be very hard,” he told CVG. I still think it's going to be extremely hard for them but they've surprised many people before.
Look at what they did with the iPhone, right? They are a truly brilliant company so I would give them a relatively good chance to succeed if they tried.”
In September Apple claimed that the iPod Touch alone is outselling both the DS and PSP combined.
Nintendo's American boss Reggie Fils-Aime admitted in October that Apple could potentially hurt” Nintendo more than Microsoft.