Though its launch was overshadowed by the unveiling of the iPod touch, a new development in the iPod range has illustrated Apple's commitment to diversity.
The new iPod Classic is to feature a screen specially designed for gameplay, allowing Apple a foothold in the highly competitive portable gaming market.
Pre-loaded with the trivia game iQuiz, as well as card puzzle Klondike and testing puzzle Vortex, Apple have desribed the new iPod Classic as "perfect for playing games".
But as well as offfering games traditionally associated with the iPod, users will also be able to visit the iTunes store to download software produced by third-party manufacturers.
Electronic Arts (EA) is already a major Apple partner - having produced seven of the 18 games currently available on iTunes - and has signed up to produce further content, including Sudoku, Tetris and The Sims.
Talking to PC World, James Holloway, EA Mobile's managing directror of emerging platforms, explained the company's willingness to work with Apple.
"I think the games are affordable for most people," he said. "For what people are getting, it's a tremendous value. We're very pleased with what Apple has done and we think our partnership is a really good one."
He continued: "The Click Wheel interface is a good thing. It keeps the gameplay simple and keeps the game mechanics simple.
"We're really good at developing games for devices that weren't originally meant to play games."
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