Former Electronic Arts (EA) executive Neil Young believes the quality of iPhone games must improve before customers are willing to pay premium prices for them.

Although the Apple Apps Store has enjoyed a great deal of business since its launch, games priced over $9.99 (£6.80) have struggled commercially. According to Young, this is due to the poor quality of iPhone games.

"My read on the market is most of the games that are $9.99 don't really deserve to be there," he told MTV Multiplayer. "If that's the premium tier of pricing on the device, my expectation would be the premium tier of pricing would have premium games built for the platform that fully take advantage of that, versus a cross-port from a Symbian or a DS game."

Young’s new firm ngmoco will release LocoRoco-like Rolando on iPhone and iPod Touch later this month.