Level Up: Mario Swapping Mushrooms for Apple, Coming to iOS

It's Mario's first appearance in the Apple universe.

NEW YORK and SAN FRANCISCO -- Tech journalists, packed into a San Francisco convention center this morning, erupted into cheers when Apple CEO Tim Cook announced that Mario, the iconic Nintendo video game character, would soon be coming to Apple devices in a new video game.

Cook discussed Apple's App Store and its game offerings early in today's event and surprised crowds when he said, "There's been something — or rather someone — missing, and I'm so happy to announce today that he's coming to the App Store."

Then Nintendo's iconic Mario displayed on a large screen, and Nintendo video game producer Shigeru Miyamoto provided a briefing.

The game, "Super Mario Run," will launch during the holiday season, Miyamoto said.

Nintendo's stock price was trading higher on U.S. and Japanese exchanges after the announcement.

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