The entertainment part of the 'Out of the Box' project, the business part being that of the Chimp.
Basically just the iPhone being the game itself, being a Space Invader, thought it suited the shape well. With it beaming up all this technology or entertainment, with some of it escaping (PacMan & Tetris)
Very symmetrical and technology based for obvious reasons & lots of pixel based imagery for the apps.
Retro gaming meets current gaming I suppose.