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The Nintendo president apology Switch 2 price increase was a rare moment of corporate humility. On May 8, 2026, Nintendo President Shuntaro Furukawa issued a public statement apologizing for the Switch 2 price increase. He called it a “difficult decision” and promised a “robust software lineup” to make the higher price worthwhile.
This post provides the full transcript of Furukawa’s apology (translated from Japanese), analyzes key phrases, and explains what Nintendo is signaling to consumers and investors.
Full Transcript of President Furukawa’s Apology
Below is the complete English translation of Furukawa’s statement, released via Nintendo’s official investor relations portal on May 8, 2026:
“To our valued customers and Nintendo fans around the world,
I want to address the price adjustments announced today for the Nintendo Switch 2 system and certain related products. This was a difficult decision. After careful consideration of changes in market conditions, including increases in component costs and currency fluctuations, we determined that an adjustment was necessary to maintain our ability to supply high‑quality products and services.
I sincerely apologize for any concern or inconvenience this may cause. We remain fully committed to delivering exceptional entertainment experiences. We are preparing a robust software lineup for the coming years, including new titles in beloved franchises. I ask for your understanding as we continue to support the Nintendo Switch 2 ecosystem for many years to come.
Sincerely,
Shuntaro Furukawa, President, Nintendo Co., Ltd.”
The apology was notable for its directness. Nintendo rarely apologizes for pricing decisions. For context on how consumers reacted to this apology, see Switch 2 price increase consumer sentiment.
Key Phrases and What They Mean
Furukawa’s statement contains several revealing phrases:
“Changes in market conditions”
This is the official euphemism for the AI‑driven memory chip shortage. As explained in AI chip demand and console price trends 2026, AI data centers have consumed massive memory chip supplies, driving up costs for consumer electronics. Nintendo could not absorb those costs forever.
“Component costs and currency fluctuations”
Two specific factors: memory chip prices (up 100% in early 2026) and the weak Japanese yen (down 15% against the US dollar since 2025). Japan’s 20% price hike (¥10,000) reflects currency more than component costs. The US hike ($50, 11%) reflects component costs more.
“Sincerely apologize”
This phrase is rare from Nintendo. The company has previously raised prices (e.g., 3DS in Europe) without apologizing. The fact that Furukawa apologized suggests internal concern about consumer backlash.
“Robust software lineup”
This is the key justification. Nintendo is betting that games will sell the console, not price. For a full list of upcoming titles, see Switch 2 game lineup 2026 and 2027.
What the Apology Does Not Say
Notably, Furukawa did not:
- Promise to reverse the price increase.
- Offer compensation to early adopters.
- Commit to freezing prices in the future.
- Address the Nintendo Switch Online price hike 2026 in Japan.
The omission of any reversal language confirms that Nintendo sees the price hike as permanent, not temporary.
How Investors Interpreted the Apology
Investors largely ignored the apology and focused on the pricing action. As detailed in Nintendo stock reaction Switch 2 price hike, the stock rose 4% on the announcement day. Analysts viewed the apology as a necessary gesture but not a strategic signal.
One analyst note read: “Furukawa’s apology is PR, not policy. The price hike is the real news, and investors like it.”
How Consumers Reacted to the Apology
Consumer reactions were mixed. On social media, some praised Furukawa’s honesty. Others dismissed it as empty words. Polls showed:
| Reaction | Percentage |
|---|---|
| Apology makes me feel slightly better | 32% |
| Apology does not change my buying decision | 48% |
| Apology feels insincere | 20% |
For more detailed sentiment analysis, see Switch 2 price increase consumer sentiment.
Historical Comparison: Other Gaming Company Apologies
Nintendo is not the first gaming company to apologize for pricing:
| Company | Event | Apology? | Outcome |
|---|---|---|---|
| Sony | PS3 $599 launch price (2006) | No | Slow sales, later price drop |
| Microsoft | Xbox One always‑online DRM (2013) | Yes (reversal) | Policy reversed |
| EA | Star Wars Battlefront II loot boxes (2017) | Yes | Loot boxes temporarily removed |
| Nintendo | Switch 2 price hike (2026) | Yes (without reversal) | Pending |
Nintendo’s apology without reversal is unusual. Most apologies accompany a policy change. Here, the policy stands. This suggests Nintendo believes the price hike is justified and will not walk it back.
What This Means for Future Nintendo Pricing
If the Switch 2 price hike succeeds, Nintendo may adopt a more flexible pricing strategy – raising prices when costs rise, rather than always absorbing them. The apology sets a precedent: Nintendo will explain its decisions but will not necessarily reverse them.
For consumers, this means future Nintendo hardware could see more price volatility. For investors, it signals a more profit‑conscious management style.
The Bottom Line
The Nintendo president apology Switch 2 price increase was a sincere but firm statement. Furukawa apologized for the inconvenience but did not reverse the hike. He pointed to market conditions and promised great games instead. Whether that is enough for consumers will become clear over the next year.
We will continue to track Nintendo’s communications and update this post with any follow‑up statements.
