Marketing and sales
Nintendo announced on February 15, 2006 that in Japan the Nintendo DS reached 6 million units sold in less than 14 months after its launch which marks the fastest-ever pace for a video game system in Japan. As of the end of January more than 14.4 million Nintendo DS units had been sold.[20]
On January 5, 2006, Nintendo issued a formal apology[21] after the Nintendo DS became sold out throughout Japan. No Nintendo system had ever sold out in Japan before.
In Nintendo's press conference at E3 2006, George Harrison (Senior Vice President of Marketing and Corporate Communication at Nintendo of America) stated that the DS sold over 16 million units world wide since its launch.
Nintendo has placed the DS outside of its highly successful Game Boy line, which is targeted at the pre-existing gaming market. It has been speculated that this was a precautionary measure to ensure the Game Boy brand remained untarnished if the DS were to fail commercially, but given the sales of the handheld to date, the issue is rather trivial.
The system's promotional slogans revolve around the word "Touch": in the United States, Australia, and New Zealand: Touching Is Good; in Canada: Don't Touch, Touch; in Japan, and China: Touch!; and in Europe: Touch me!. The only exception to this is the new campaign slogan in the United Kingdom, Open up and play and the Spanish A tocar (Let's Touch) since the music duo Estopa is performing all DS advertisements.
The Nintendo DS is currently seen by many analysts to be in the same market as Sony's PlayStation Portable, although representatives from both companies have stated that each system targets a different audience. At the time of its release in the United States, the Nintendo DS retailed for $149.99 USD. The price dropped to $129.99 USD on August 21, 2005, one day before the anticipated North American releases of Nintendogs and Advance Wars: Dual Strike.
As with Nintendo's previous handheld consoles, the DS has been produced in a number of different colors. As of August 2005, eight official colors are available through standard retailers. Titanium (silver and black) is available worldwide, Electric Blue is exclusive to North and Latin America. Graphite Black, Pure White, Turquoise Blue and Candy Pink are available in Japan. Mystic Pink and Cosmic Blue are available in Australia. Japan's Candy Pink and Australia's Cosmic Blue are also available in Europe through a Nintendogs bundle, although the colors are just referred to as pink and blue.