Don't expect Nintendo to follow Sony into the smartphone market – it's just not interested, according to NOA president Reggie Fils-Aime.
Reggie told Forbes, "Certainly we are adding more and more elements to fill out the experience and take away more and more time from competing devices. But our handhelds will always lead with games.
"3DS content will be dramatically unique to our platform, because I don't think a smartphone manufacturer will invest to put a 3-D parallax screen in their device and not have the content to bring it to life."
His comments come in the wake of persistent rumours that Sony is readying a PlayStation phone.
Fils-Aime also explained how Nintendo plans to stay ahead of smartphone overlords Apple – its self-proclaimed biggest rival. It's all about the games, apparently.
"What I have on Apple is content, because it's our content," he said. "That will give Nintendo a long-term competitive advantage."
That premium content he's bragging about no doubt includes mooted 3DS launch titles Legend of Zelda: Ocarina of Time, Pilotwings Resort, Steel Diver and Nintendogs + Cats.
The 3DS launches in Europe in March 2011.