On it being too soon... are we not in 2014 where new mobile phones come out every year and, give or take this last go around, massively improve year on year? Is this phone lark not the same one that enticed quite a few developers away (licensed and homebrew), sliced out a fair chunk of the userbase (actual and potential) and is otherwise posing a serious threat to positions from things related to the previous two?
If you answered no then you are wrong, if you answered yes then the solution to gaining competitors is to get competitive, that or ninja attack but that is hard to pull off well if you do not have basic online infrastructure, doubly so when your enemy is Google.
3ds still has no games though.
Edit. As for FF13 turning "amazeballs"... are you sure that was not some combination of Stockholm syndrome and battered spouse syndrome?