TLDR: Apple missed a perfect opportunity to make the iPad a phenomenal gaming device in addition to everything else it can do. Instead, other game companies have jumped in to fill the niche and Apple has already set down a road of freemium that is nearly impossible to reverse due to Pavlovian principles. I have been strongly against the freemium model since it first appeared on iOS. I believe that when the iPad first came out, some of the best/most innovative games came out before freemium was a thing. Since the advent of freemium, it has been downhill and there are very few if any games that are considered full games on IOS. Game developers aren't even interested in releasing full games because very few people will spend $50 for a game on an iPad. The result of this Pavlovian "reinforcement" means that turning things around is nearly impossible. Where does that leave us? Nintendo literally develops an android based device similar in design with the difference being attachable/removeable controllers. From what early first hand reviewers are saying is that the device gets roughly 4-5 hours of battery life, is thicker than an iPad significantly and yet smaller screen. Games will be sold separately for roughly $50-60 each and the games coming out will be few and far between since Nintendo flopped big time with the Wii U and developers are slower to jumping on board to make games for the switch. However, the Switch is already sold out for preorders everywhere in the U.S. proving that Nintendo has done something right and people are interested. What Apple could have done to beat Nintendo to the market 1. Get rid of freemium early on, promote quality games and create an expectation that console quality games will be developed for IOS rather than garbage games posing to be free that use research based psychology similar to what you see in casinos with micro transactions. 2. Design a console quality gaming control that is perfectly integrated with IOS and just works with every game requiring all game developers to use the controller when designing games. 3. Team up with big name game developers to put out high quality games like what Nintendo will be doing with the switch. Make IOS exclusives that can compete with Legend of Zelda etc.