EA Games and id Software both revealed future plans to release games for the Mac, with heads from both companies joining Jobs during his keynote speech.

Electronic Arts co-founder and chief creative officer Bing Gordon announced plans to bring Command and Conquer 3, Battlefield 2142, Need for Speed Carbon and Harry Potter and the Order of the Phoenix to the Mac, starting next month.

He also promised to release Mac versions of Madden 08 and Tiger Woods PGA Tour 08 this coming August.

id Software owner John Carmack used the moment to offer the first public demo of the company's next-generation 3D gaming technology, which it has been working on for a couple of years. The company is famed for developing Quake and Doom.

The new engine Texture machine can handle huge amounts of texture information, and users can change these textures without impacting game performance.

New technology will be demonstrated on Mac, PC, PS3, and Xbox at E3, when another Mac announcement will be made, Carmack promised.