Regardless of whether or not the initial software appeals to an older set of gamers than current GBA offerings, Nintendo's DS launch campaign had to give the impression that it does. When the DS launched in America, the GBA still managed to outsell the system, and by a very wide margin500,000 units vs. 800,000. With the SP still going strong Nintendo needed to present the DS as a system in its own right, and not as the successor to their Game Boy line. Price tag is arguably the biggest way Nintendo created separation. The SP is currently $79.99 while the DS comes in at a considerably heftier $149.
Nintendo has stated since the system's initial unveiling at E3 2004 that the DS would not carry the Game Boy name. At the time it was speculated that this gave Nintendo an easy "escape route" should the public not embrace the innovative interface, leaving the Game Boy name intact. With the DS becoming a success, at least initially, that name differentiation is instead another way that Nintendo can separate the brands.
