The Wii U price will not be discounted any time soon because Nintendo doesn’t believe in losing money on hardware, says Nintendo of America president and CEO Reggie Fils-Aime.

Fils-Aime was responding to analysts who believed that a price cut would be necessary for the console to do well in the States.

“We think US$299 is a really strong value, and it's a value that's going to be strong for a long time,” said Fils-Aime.

“We don't believe in pricing a product and then having to reduce the price some short time later.”

The 3DS price drop – which came within six months of its release – was “a very painful proposition for us”, said Fils-Aime.

“After the price cut, we were losing money on 3DS hardware and that's what led to our posting our first operating loss ever as a public company.”

“As a philosophy, we believe in making money on our hardware, even if it is small amounts of money at the start. We don't believe in losing a lot of money on hardware.”

Feedback from retailers regarding the price and pre-orders had been extremely strong, he said.

“In the end, I care about those people. I care about the consumer who's putting money down on a pre-order and whether or not we're presenting a great value to them.”