If they insist on having their own hardware, why don't they release a bluetooth-enabled controller for smartphones which has a game-pack slot in it? Maybe one for original Gameboy/colour, one for Gameboy Advance, etc... and have emulator software reading the pack via bluetooth on the phone.
Converting phones into 'genuine' Ninetendo gaming systems, they can control the experience via their own software and controller hardware and original game packs.
I would be all for that. I would also be all for it supporting a Nintendo app-store from which you can buy games to play on your phone/controller combo in case you don't have the game packs.
Could do the same for PC, except maybe USB connectivity. Could even have a console-lookalike. Imagine something that resembles an N64/NES which plugs in with USB, reads the cartridges, and works with the original controllers.
But watered-down experiences and marketing apps are going to do next to nothing in comparison. I don't even own any Nintendo gear now except for an ancient Gameboy. I won't be buying a Wii U, least of all because of an rubbish app where there's "some element of gameplay – a movement, a shaking, something like that."