Businessweek discusses Apple's entry into the "casual game" market with the iPod games, first introduced in September 2006. Casual games are described as "play-it-for-15-minutes-and-forget-about-it games" that are frequently found on mobile phones or other handheld devices. Businessweek has heard that Apple is in talks with Electronic Arts regarding games for the iPhone: This provides further evidence that Apple will allow 3rd party developers to release applications for the iPhone, but in a supervised manner, much like the iPod games. Apple introduced the iPhone at Macworld San Francisco. The iPhone is expected to be released in June 2007.