Los Angeles-based EA Mobile, the mobile apps division of Electronic Arts, said Friday that its driving simulation game Need for Speed SHIFT debuted Friday on the Apple App Store. The game, which runs on the iPhone and iPod touch, includes multi-player support using Bluetooth and Wi-Fi. The application lists for $9.99. The app is a follow on to the firm's earlier iPhone title, Need for Speed Undercover, which was released in May. EA Mobile was formerly JAMDAT Mobile.