Capcom marketing boss Michael Pattison said: “Apple has made several tweaks to their iPod system since its launch in 2001 driven by technological development, market forces and the needs of our consumers, and gaming first parties are no different.”

Gamecock MD Graeme Struthers added: “Changes in hardware offerings are pretty common in all other consumer manufacturing industries as each company seeks to gain a competitive advantage.

Both seem very good at getting their message out to the consumer and each of them are driving hardware sales. As a software publisher I think that’s just peachy.”

However, Codemasters chief executive officer Rod Cousens accused Microsoft and Nintendo of ‘one-upmanship’.

He said: “It is ongoing one-upmanship between competitive hardware vendors and while it can be argued that it is the consumer who wins, this is at risk of creating confusion with too many SKUs and price points.”