When Assassin's Creed II was announced for iPhone by Ubisoft rather than Gameloft, eyebrows were raised.

Now it's become clear that the French console and PC publisher is taking precedence over its mobile-focused sister company more generally when it comes to key iPhone releases that use its licenses.

Interestingly though, while it's Assassin's Creed II - due out in January - that will formally mark Ubisoft's new strategy on the App Store, its debut release was Tom Clancy's H.A.W.X., which sneaked out at the start of December.

//update: we've been asked to point out that while Tom Clancy's H.A.W.X. is a Ubisoft licence, the iPhone version was published by Gameloft.

Considering the number of Ubisoft licences that Gameloft has published on iPhone - everything from Brothers in Arms and Driver, to Avatar, CSI, Shrek and The Settlers - it will be fascinating to see how many games Ubisoft wants to take inhouse, and the impact this has on Gameloft.

//update: we've been asked to point out that Avatar, CSI and Shrek were licensed directly by Gameloft, not through Ubisoft.

For example, it's not yet clear which of the two companies will be developing these games. If it's Gameloft, it will still book revenue, but if it's Ubisoft, then Gameloft will potentially have holes to fill in its schedule and in terms of revenue, as well as having to compete against Ubisoft's games on the App Store.

It does make sense of Gameloft's recent releases though, such as Blades of Fury, N.O.V.A. and Dungeon Hunter, which have involved generic titles and raised accusations of being copycats.