People seemed to be surprised that Nintendo's first internally made Smart Phone app is not actually a game? Look at exactly what Iwata said very early in 2015 in an interview Nekkei:
Q: The market for smartphone games continues to expand. What are your plans for this category?
A: In the past, I have opposed making smartphone and tablet versions of Nintendo titles. Prices for content aimed at smartphones and tablets are falling quickly. I am still wary of the category. We intend to develop products that will allow customers to identify with Nintendo products and make people pay attention to Nintendo games.
For example, some Nintendo game consoles incorporate Mii, which creates a digital avatar to represent players. It would be fun for players to use their Mii characters as icons on social media. We are currently developing an application that will allow users to do that. The app will be announced around the time our full-year results are released.
He even said exactly when the App would be announced, right at the full-year results meeting, which just happened yesterday. Amazing.