Nintendo's Furukawa apologizes for price

Nintendo’s problem is simple to explain and hard to solve. The Switch 2 is getting more expensive just as Nintendo is trying to keep the launch moving. So Shuntaro Furukawa, Nintendo’s president, did something companies do only when they know the backlash is real — he apologized, then argued that better games can make the higher price easier to swallow. That is the actual news here. Not just the price hike, but Nintendo admitting the price itself is a barrier. ### What changed? In the U.S., Nintendo is raising the Switch 2 MSRP from $449.99 to $499.99 on September 1, 2026. Nintendo said the move reflects “changes in market conditions” that it expects to last for the medium to long term. The original Switch price is staying put. ### Why did Furukawa apologize? Because this is not a quiet regional tweak. It is a very visible increase on a brand-new flagship console, and Furukawa basically acknowledged that customers will feel it. (nintendo.com) In comments carried out of Nintendo’s latest financial-results briefing, he apologized for the inconvenience and said Nintendo would try to offset the damage by improving the value proposition around ownership. ### Why lean so hard on software? Because Nintendo cannot really pitch Switch 2 on cheap hardware anymore. If the box costs more, the argument shifts to what you get after you buy it. Furukawa’s answer was a “robust software lineup” meant to enhance the system’s ownership value. That is Nintendo saying the machine has to earn its price through games, not just specs or brand loyalty. (nintendoeverything.com) ### Is this just PR spin? Not entirely. Furukawa has already been unusually direct that Switch 2’s higher price makes adoption harder than the original Switch. In Nintendo’s May 8, 2025 financial-results Q&A, he said the company knew the hardware was priced relatively high and that keeping momentum through the holiday season and beyond would not be easy. So the latest apology fits a pattern — Nintendo has been worried about price resistance for a while. (nintendoeverything.com) ### Why does $50 matter so much? Because console launches run on momentum. A $50 jump does not just change one purchase decision — it changes the conversation around value. The Switch succeeded partly because it felt easy to justify. At $499.99, the Switch 2 moves closer to the zone where buyers start comparing it more aggressively with other gaming hardware, waiting for bundles, or deciding their current setup is good enough for now. That last part is an inference, but it lines up with Nintendo’s own concern about sustaining demand over time. (nintendo.co.jp) ### Is Nintendo under broader pressure? Yes. Nintendo tied the increase to market conditions, and the company’s investor materials this week bundled the price-revision notice with its year-end financial release. The message is that this is not a one-off whim. Nintendo thinks the cost pressure is durable enough to justify repricing in multiple markets, with the U.S. change only one part of a broader revision. (nintendo.com) ### What does this mean for buyers? If you were planning to buy in the U.S., the key date is September 1, 2026. Before then, the listed MSRP remains $449.99. After that, Nintendo’s whole pitch becomes clearer: pay more for the hardware, but expect a steadier flow of games to make the purchase feel worth it. ### Bottom line? Nintendo is not pretending the price hike is painless. (nintendo.co.jp) Furukawa’s apology matters because it shows the company knows the real fight is not launch-day demand — it is keeping Switch 2 desirable after the sticker shock lands. (nintendoeverything.com) (nintendo.com)