Further shifting attention on the iPhone towards gaming, an Apple executive has clearly stated the device is a genuine competitor to the best handheld consoles on the market, and intends on making domination in that market one of their goals.

The comments come from Apple Director of Technology John Geleynse, who witnesses for Engadget say made the aggressive claims at an iPhone Tech Talk in San Jose, near the company’s Cupertino headquarters. It’s a big goal to shoot for, but the iPhone has the goods to deliver, given the right developers and support. The Nintendo DS may have to watch their backs a bit.

At the developer gathering, the official urged developers to forget about the handset as a traditional cellphone and, as game developers, to think of it strictly as a game console. The iPhone already has a large selection of games available, but none that are considered ground-breaking really at this point. It sounds as if Apple wants to change that fact.

While a bold statement, the claim is in line with an increasingly gaming-centric marketing strategy at Apple. Virtually all of the firm’s video ads for the new iPod touch have focused on gaming, while the majority of paid apps at the App Store have typically been games. In a way, it’s good to hear Apple approach this battle with this kind of fervor; we know they’ll give it all they have, which traditionally means good things for consumers and pushing of the technology envelope.