In a televised CNBC interview, Nintendo of America president Reggie Fils-Aime explained that Nintendo is competing with other entertainment companies for the consumers' limited amount of spare minutes.
"Consumers have only a limited amount of time for entertainment, so we compete with Apple," he said. "We compete with your program [on CNBC]; we compete with books and magazines; we compete with everything people do for entertainment. From that standpoint, we're battling it out minute by minute."
Anchor Maria Bartiromo then pointed out the vast large number of available iPhone apps relative to those of Nintendo's Wii and DS. Fils-Aime responded by stressing the depth and entertainment value of his company's individual games.
"While they have a lot of these applications, they're very small chunks of entertainment," he explained. "What we do is, we provide a full meal in terms of a game you could play for hours on end -- very deep very enriching -- and that's why our handheld business has been doing so well all year long."
