Nintendo of America president Reggie Fils-Aime wants to make sure you're not getting it twisted -- he's not competing with other game companies, but with the very concept of time itself. Speaking to Forbes recently, Fils-Aime explained that "It's all about time." Rather than just competing with the likes of Microsoft and Sony, Fils-Aime said, "I compete with Zynga, I compete with surfing the net, I compete with the newspaper." What about eating ice cream, Mr. Fils-Aime? Hmmmm?

Regardless, he does see one direct competitor to worry about: Apple. Fils-Aime rhetorically wondered, "Do I think that in the near term they can hurt us more than Microsoft? Absolutely." Though, despite astronomical sales of both the iPhone and iPod Touch, Fils-Aime believes that content will win the day, bringing up Dragon Quest IX as an example of a game that can "consume." He even pointed out that 14 of the top 20 selling games this generation originated with Nintendo.

Fils-Aime didn't point out Apple's bigger trump card -- its device does a lot more than play video games. We're confident that Nintendo isn't going anywhere anytime soon, but competing with a phone in terms of handheld sales? Not so sure about that.