There are various smaller reasons why Iphone gaming won’t do anything to DS gaming, but the big reason comes down to Blue Ocean and disruption. DS is not a disruptive product, but it does use the Blue Ocean Strategy. Blue Ocean Strategy is all about focusing on values that is neglected or unseen by your competitors. The DS interface that allowed mega-hits like Brain Age and Nintendogs made DS to rise above PSP despite PSP having ‘better graphics’ and the likes. The Iphone having better graphics or even a ‘better’ touch screen are not new values. In its approach to dedicated gaming handhelds, Iphone’s approach is Red Ocean. This means ‘little growth’ opportunity.