Wii U is being sold at a loss, no price cut on the horizon

Nintendo has revealed that they are taking a loss on each Wii U hardware.

They were also extremely clear that they are not going to cut the price any time soon after the company revised its earning forecast and posted a $290 million loss due to Yen appreciation beyond expected levels.

Senior managing director Yoshihiro Mori revealed that the company is taking a loss on the Wii U. Here’s what Nintendo president Satoru Iwata had to say about the loss.

“With Wii U, we have taken a rather resolute stance in pricing it below its manufacturing cost, so we are not planning to perform a markdown. I would like to make this point absolutely clear,” he firmly addressed to investors.

“We are putting our lessons from Nintendo 3DS to good use, as I have already publicly stated. However, 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 line-up is enhanced and at the same time work to enrich the software line-up which could make consumers understand the appeal of Wii U.”

The emphasis should be to reduce manufacturing cost and sell the system cheaper than the next gen consoles from Sony and Microsoft.