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Iwata Issues Apology for Nintendo 3DS Price Drop

satoru iwata

If you are upset and feel like you may have been suckered in by all the hype because you purchased a 3DS at full price, then Satoru Iwata wants you to know that he is sorry. In a letter that was posted on Nintendo’s Japanese website, Iwata apologizes for the drastic cut in price to the Nintendo 3DS system to the DS faithful who purchased the handheld earlier this year.

The letter (translated below) is indicative of the new attitude at Nintendo since they saw their stock prices drop amid poor earnings reports, dismal sales for the 3DS, and a lukewarm response to the unveiling of the Wii-U. Iwata has taken a 50% pay cut and many top Nintendo executives have also taken a 20-30% cut in their salaries as well.

“To Those Customers Who Bought A Nintendo 3DS Before The Price Change

Greetings, everyone. This is Satoru Iwata from Nintendo.

Thank you very much for purchasing a Nintendo 3DS.

We have just announced a price drop for the Nintendo 3DS system effective on August 11

[August 12 in North America].

In the past, there have been price drops for video game systems some time after their release in order to broaden the user base further. However, never before has Nintendo chosen to issue such a dramatic price drop less than 6 months after a system release.
We are all too keenly aware that those of you who supported us by purchasing the 3DS in the beginning may feel betrayed and criticize this decision.

This unprecedented timing for a price cut is because the situation has changed greatly since we originally launched the 3DS. We decided it was necessary to take this drastic step in order to ensure that large numbers of users will continue to enjoy the 3DS in the future.

If the software creators and those on the retail side are not confident that the Nintendo 3DS is a worthy successor to the DS and will achieve a similarly broad (user) base, it will be impossible for the 3DS to gain popularity, acquire a wide range of software, and eventually create the product cycle necessary for everyone to be satisfied with the system.

Those customers who purchased the 3DS at the very beginning are extremely important to us. We know that there is nothing we can do to completely make up for the feeling that you are being punished for buying the system early. Still, we would like to offer the following as a sign of our appreciation to you.

[3DS Ambassador program details]

We feel a strong responsibility to develop the 3DS as a platform — to ensure that, in the end, everyone is satisfied; we will make every effort to do so.

Additionally, we know everyone is waiting for Super Mario 3D Land and Mario Kart 7. They are scheduled for release in November and December, respectively, so we ask for your patience until then.

Thank you again, and we look forward to your continued support.” Source: Giant Bomb

Nintendo America posted a similar item on their website introducing the Ambassador Program, but their response was nothing as contrite as the one posted for Japanese customers.


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