There's a great scene in the (generally great) BBC dramatization of Sinclair vs Acorn in the 80s, where Acorn are disappointed that all the games are being made for the Spectrum, meanwhile Sinclair is annoyed that his amazing machine is being reduced to a games console.
The greatest achievement of the iPhone (despite it's many amazing feats) appears to have been producing a socially acceptable Gameboy, just as Sony managed to associate the Playstation brand with nightclubbing and other grown-up pursuits in the early 90s to great success.