"Gaming is the biggest and most popular category on the store but there's been something, or rather someone missing."
This is how Apple CEO Tim Cook announced the most famous character in videogame history - Super Mario - would be making his iOS debut.
For nearly a decade, iPhone and iPad gamers have had to make do with knock-offs of the hit franchise, which began in the early 1980s.
Super Mario Run will be the first time the character has made an official appearance on smartphones. Creator Shigeru Miyamoto appeared on stage at Apple's keynote in San Francisco to explain how it works.
The gameplay will be familiar to fans - Mario runs from left to right, collecting coins and jumping on enemies. Instead of controlling where he goes, Mario just runs forward by himself. Players make him jump by tapping the screen - the longer they hold, the higher he jumps.
"The goal remains simple - collect as many coins as you can and get to the flagpole at the end of the level before time runs out," Mr Miyamoto explained.
He said because it can be played with one hand, gamers will still be able to "hold onto the handle on the subway, while eating a hamburger or eating an apple".
Super Mario Run also comes with a battle mode called Toad Rally.
The game will be out in December for a fixed fee, with no microtransactions or subscription costs.