Meanwhile, EA's partner Bioware is licking its wounds from its first iPhone effort. Greg Zeschuk says that Mass Effect on the iPhone "wasn't even a mistake as much as we took a guess, our guess was wrong, and we learned something in the process -- that the fundamental tactile gameplay is actually the key thing on the platform." He sounds really disappointed with sales -- he says that the company originally believed a strong story could keep players interested even through fairly generic gameplay, but it turns out that iPhone gamers are more interested in the experience than the text that backs it up (not hard to see -- look at Doodle Jump, Angry Birds, or any other huge iPhone games with barely any backstory at all).
It's interesting to see big companies dealing with the App Store platform, and struggling to figure out how to implement iPhone apps. I think we'll see even more experimenting on this front from even major software studios.