NoA head Reggie Fils-Aime's said that Apple is a greater near-term threat to Nintendo than Microsoft.
“Do I think that in the near term they can hurt us more than Microsoft?” he told Forbes. “Absolutely.”
Apple and its newly-found interest in gaming isn't Nintendo's only problem, though.
“It’s all about time,” Fils-Aime added. “I compete with Zynga, I compete with surfing the net, I compete with the newspaper.”
Nintendo is readying to release 3DS in March in the US and Europe following a February 26 release in Japan.
Nintendo sold over 20 million gaming devices in 2009.
Apple announced last week that it's to release a Mac version of its App Store.