For all its vanguardism crafting immaculate, gleaming, and (for some) numinous quasi-technological artifacts that feel beamed in from the future, Apple lags behind the rest of the pack when it comes to evangelizing the most popular contemporary form of entertainment (by revenue) in the world. Gaming’s a big deal on the iPad and iPhone, but Apple hasn’t embraced gaming as a cornerstone of its corporate plans to rule the universe. It’s more like gaming commandeered Apple.

Could that finally be changing? I’m not convinced launching a Twitter account signals a sea change, but Apple just added an official App Store feed aimed at “the future of gaming, straight from [its] Games Editors.”

Apple has games editors! Who knew? According to the Twitter feed, they exist to provide “tips and tricks,” “game challenges” and “behind-the-scenes” material. They’re even hip to Internet memes, like this Zelda hat-tip posted a few hours ago.

So why now? The top five entries across all categories on the App Store as I type this are, in order, Minecraft: Pocket Edition, Ski Safari 2, Five Nights at Freddy’s 4, Geometry Dash, and Lara Croft Go. You have to scroll down two more slots before you hit a non-game, and then at least half of the next several dozen entries are games. Like I said: commandeered.

But also maybe because the scuttlebutt has it that Apple’s next Apple TV, possibly to be unveiled at its annual September media event next Wednesday, is going to include a souped-up, console-competitive gaming angle. I won’t dignify guesswork by rattling off all the questionable prognosticating, and settle instead for noting that the timing of this Twitter feed’s arrival, self-described by Apple as “your new HQ for everything games,” is… let’s just stroke our chins for a bit and say “very interesting.”

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Apple Finally Has a Gaming Twitter Feed. But Why Now?