Apple will launch a dedicated gaming app to compete with Switch 2, and an ecosystem battle is about to break out?

According to Zhitong Finance APP, Apple Inc. (AAPL.US) is planning to launch a new gaming application across its entire range of devices, aimed at strengthening its gaming ecosystem and showcasing its market dominance to global players and developers. According to insiders, this comprehensive platform, which integrates game launching, achievement management, and social interaction features, will be pre-installed on iPhone, iPad, Mac, and Apple TV devices later this year. This application is one of the many new features set to be introduced in the upcoming version of the iOS system, which is planned for release in September, coinciding with the launch of the next generation of iPhone series.

It is understood that this application will replace the Game Center social network, which was launched in 2010 but has seen slow development. It will not only carry recommendations for Apple’s original game content but will also open an App Store game section, focusing on directing traffic to its $6.99/month Arcade subscription service. Notably, the Mac version of the application will break the App Store restrictions and support downloading games from third-party channels, which is seen as an important signal for Apple’s expansion into the desktop gaming market.

This strategic upgrade coincides with the release of Nintendo's next-generation console, Switch 2—set to debut on June 9, just before Apple's Worldwide Developers Conference (WWDC)—as competition in the gaming terminal market intensifies. Although the iPhone has been one of the most mainstream gaming devices globally since 2008, with two-thirds of App Store revenue coming from games and in-app purchases, Apple’s brand image in the professional gaming sector still lags behind traditional giants like Microsoft (MSFT.US) and Sony (SONY.US). Developer feedback indicates that gaming performance on the Mac platform has long been suppressed by Windows devices, resulting in low penetration among high-end gamers.

To address these ecological shortcomings, Apple has accelerated its layout in recent years: not only enhancing device graphics processing capabilities with more powerful chips and launching cross-platform porting tools to lower development barriers, but also acquiring the developer of "Bigfoot: The Mysterious Monster," RAC7 Games, last year to continuously enrich its exclusive game lineup. Currently, the App Store has launched AAA titles such as "Resident Evil" and "Death Stranding," pushing the quality of platform games closer to that of consoles.

In addition to the gaming application, Apple is simultaneously advancing several system-level innovations: a cross-device unified interaction interface codenamed "Solarium," AI-driven battery management and health features, real-time voice translation tools, and a virtual calligraphy pen optimized for the Apple Pencil. Particularly noteworthy are the cross-device hotel Wi-Fi automatic synchronization system and the new eye-tracking interaction feature added to the Vision Pro headset, which may be showcased at the fall product launch event.

Overall, this gaming application is not only a key piece in Apple’s hardware ecosystem but also an important sign of its transformation from a mobile gaming leader to a comprehensive entertainment giant across all platforms. Although it may be difficult to shake up the professional gaming device market in the short term, by integrating hardware performance advantages with software service ecosystems, Apple is building a comprehensive gaming landscape that covers both casual and hardcore players