Nintendo World Report, January 6, 2008 - Carmine "Cai" M. Red:
At the 2007 Game Developer's Conference, Nintendo President and CEO Satoru Iwata said that his company had designed the DS to reverse a market decline that was driven by negative public perceptions of gaming. He added that the idea behind the Wii was to create a new gaming lifestyle in which family can come together to laugh and converse.
In order to expand the market, Nintendo aims to produce software for family activity. Accordingly, Nintendo's designer Shigeru Miyamoto uses his wife and Iwata uses mothers to predict how successful Nintendo's games would be.
Iwata also commented on the comparisons between Nintendo and Apple, and on being the first Nintendo President and CEO not related to the Yamauchi family that founded the company.
Original source and story image: Asahi Shimbun (Japanese)
Translation: Mandoric at NeoGAF