EA Mobile unceremoniously showed first footage of the next instalment of its massive racing franchise, Need for Speed: Shift, on iPhone. during Apple's San Francisco press event earlier today.

When contacted, EA Mobile acknowledged that a screenshot (courtesy Engadget) of the game had been flashed during the press conference, but declined the opportunity to provide more details on gameplay, features, and availability.

We recently issued a glowing review for the mobile edition, which Spanner claims has "a depth of handling rarely seen on the mobile platform that will delight even the most hardcore fans of the genre."

It's difficult to glean details from the image snapped by Engadget, but it's clear the game benefits from visual improvements. We're also confident the game will emphasise customisation and drifting in line with the mobile version.

With the mobile version already available and a PSP version of the game shipping to stores later this month, we're hopeful to see the game hit the App Store soon.

Want more? Check out our growing collection of Need for Speed: Shift (iPhone) articles!