"We are not planning to perform a markdown. I would like to make this point absolutely clear."
- Satoru Iwata, president of Nintendo, notes that the Wii U will not be receiving a price drop anytime soon.
There have been murmurs online that the company may choose to drop the price of the Wii U sometime in 2013, given that the console isn't meeting sales expectations
, plus the fact that the Nintendo 3DS saw a price drop
under similar circumstances. Michael Pachter of analyst group Wedbush Securities also said recently that he expects Nintendo will drop the price of the Wii U in 2013.
However, as part of Nintendo's third quarter financial results briefing, Iwata explained
that the console is already priced below its manufacturing cost, and that Nintendo is now "putting our lessons from Nintendo 3DS to good use."
"However," he continued, "given that it has now become clear that we have not yet fully communicated the value of our product, we will try to do so before the software lineup is enhanced and at the same time work to enrich the software lineup which could make consumers understand the appeal of Wii U."
Part of this lack of communication, says Iwata, is where the console's GamePad is concerned. The controller's potential usability has not been sold well enough to customers, he admitted, and Nintendo plans to make people more aware of what the GamePad is capable of in the future, when it comes to both games and apps.