Upon claiming rumors of Apple developing a gaming system of its own to be false, game development magazine, "Develop", has released an article citing that Apple is reportedly looking to bring games to the iPhone and iPod touch.

The article states that the iPod remains the "gateway" for Apple's gaming efforts and current discussions between the company and third-party software teams have shown that Apple wishes to dilute its brand by introducing risky new products.

"Apple is very protective of the reputation it has built in the electronics market," the reported insider says.

From a technical standpoint, the company also purportedly sees the iPod as "powerful enough" for games. The OpenGL ES (Embedded Systems) software library at the heart of modern click wheel iPods is efficient enough for Apple's aims that it doesn't need a faster device, according to the tip.

The article then cites that Apple is under little pressure to adapt its existing business models for games, most of which have revolved around granting high-end game producers such as EA and PopCap access to develop games sold through the iTunes Store. Feedback from the aforementioned partners has been cited as very positive with long-time game producer Sega having praised the iTunes Store method in a recent issue of MCV magazine.

The source close to the article suggests that Apple would rather expand its existing game library for iPods as well as add games to the iPhone and iPod touch, though the tipster does not directly confirm development of games for the two touchscreen devices. To date, both premium handhelds have largely been excluded from Apple's fledgeling gaming efforts due to their incompatibility with older iPods' operating systems and their radically different control schemes.

So, something to look for when the iPhone and iPod touch software development kit hits later this month.

Stay tuned for more news on this as it emerges and if you've heard anything on your end, let us know in the comments or forums.