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Ipads/ipods and other tablet mobile devices are not DIRECT competition they are "Indirect" competition.  To completely disregard the effects of these products is idiotic.
Although they do not provide the same functions and they are "subsitutes".
There is also budget competition, if you had 300 dollars to blow on these devices what would you choose?
Some will pick an ipod touch or a cheap tablet, while others will pick the 3ds or vita.
These portable consoles are expensive, it adds up with these 30-50 dollar games.
Apps games for 1-5 dollars. 
Are 3ds/vita games worth 10-50 times the cost.
Some may say yes and some no.  Definitely people are starting to be aware that phones and tablets can be used for games.