Not a great idea for good reason

Is Apple really working on an alternative to the Nintendo Switch? Even if rumors predict this over and over again, in my opinion, having your own mobile game console from Apple would not be a particularly great idea for good reason. To be honest, there are actually several things that speak against it. I’ll reveal them in the current weekend column.

Just a few days ago, a very speculative rumor caused a stir. As a result Apple should work on its own switch alternative, tangible evidence and other details were left out. Just this much: The built-in Apple chip should be more powerful than anything that Sony currently has to offer with the PS5 or Microsoft with the Xbox Series X – so the Apple M1 Max or the like would have to be in it. A price of $ 449 to $ 549 was also predicted.

My reasons against Apple’s switch alternative

It all sounds very seductive at first, but one or the other gamer should already be mouth watering. But before you jump to conclusions and start saving, you should consider that none of this will ultimately become a reality. I am of the opinion that an Apple switch alternative is not a good idea. Sooner or later, the iPhone manufacturer will also come to this conclusion, because the reasons are all too obvious.

• Too small niche market: A good 90 million Nintendo Switch models sold initially appear to be a lot. However, if you consider that these numbers have been generated in over four years, that puts the success in a different light. Admittedly, still decent, but Apple is used to completely different numbers. Although not representative, I like this confirm from my personal environment. Nobody owns a switch there, apart from slips in the “bubble” of the GIGA colleagues. But we technology editors are a very special species anyway and cannot be compared with “normal people”.

Most recently, Nintendo presented a kind of premium version of the console with the Switch OLED, more on that in the video:

• Too expensive: Apple isn’t known to subsidize its hardware. The game console manufacturers see it differently, they mainly earn through licenses. The hardware is only pushed through, a Nintendo Switch for around 300 euros then appears relatively cheap. Apple couldn’t keep up with that. Even the “rumored price” is above it, even if it appears cheap again in view of the performance. Only the mass of potential customers are not interested in this. The low entry price counts without any relation.
• No content: Nintendo has Pokémon, Super Mario and Zelda. What does Apple have? None of that. Such “brand ambassadors” and game characters are simply missing. So Apple would have to spend a lot of money to create such unique selling propositions. How difficult this is can already be seen in the ambivalent game catalog of Apple Arcade and the efforts at Apple TV +. Game consoles still sell through the games, not through the “stupid” hardware.

Apple, stick to your last!

Apple would do well to stay out of the gamer hardware market. Alone already because with iPhone, iPad and Apple TV you already have a broad base for mobile games, a device inventory that Nintendo and Co. can only dream of. Why then compete with yourself and unnecessarily jeopardize your existing success through cannibalization? No, the “Apple Switch” is more wishful thinking, not a sensible option for the manufacturer from California.