Why They So Lite That?!

Here's a case study of shrewd marketing by Nintendo:

• Nintendo hints at a DS redesign as early as November 2005, only one year after its launch. The DS has sold 14 million units worldwide to date, and sold out in Japan. Nintendo issues a formal apology to its Japanese customers on their website.


• With nary a DS found in Japan, prices of second hand units skyrocket and retailers import DSes meant for the US market to satisfy local demand.


• Nintendophiles speculate the shortage in Japan was artificially created, to pave the way for the new design. Nintendo issues a press release on 16 January to quell this rumour, but neither confirming nor denying the existence of a new design.


• Today Nintendo announces the DS Lite, which will debut in Japan on March 2nd. It weighs 60g less than the current version priced at 16,800 yen, or SGD235.

The DS is a great console, with great games, no-load-times (I'm talking to you, PSP) and excellent battery life, with the only criticism being its weight. While its great that Nintendo has responded to feedback, I can't help but feel that they've only cushioned the Japanese market for the new design, while screwing over everyone else who's just bought one for the year-end holidays. It is however a slick design, infinitely desirable, and makes for a convincing pair with your ipod. I'll take mine black this time.