Why did Nintendo drop Game Boy?

Why wasn't there a future for the Game Boy brand in some capacity beyond the novelty of the Game Boy Micro? If pressed to guess, I'd say that Nintendo simply realized that the Game Boy name had outlived its intended purpose. At a time when the Wii and DS were going strong, what void would the Game Boy have filled?

denofgeek.com - Why Nintendo Abandoned the Game Boy Name | Den of Geek

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For the sake of moving forward, though, let’s just say that both stories suggest that Nintendo was somewhat hesitant about the Game Boy brand at the start and ultimately saw it as a kind of spin-off of (or sidekick to) their consoles. Keep that point in mind for later. You probably know what happened next. The Game Boy pretty much changed the entire concept of handheld gaming overnight and was considered by many to be the only handheld gaming device you needed. Even the Game Boy Color (which Nintendo often groups with the Game Boy when relaying lifetime unit sales) didn’t immediately replace the Game Boy in the hearts and homes of many. In fact, Nintendo didn’t unveil a “true” Game Boy successor until they finally released the Game Boy Advance in 2001. While the Game Boy Advance is fondly remembered by many for its library of (often criminally underrated) games and technological advancements, the truth is that the legacy of the device has always been more complicated than our nostalgia for it. The Game Boy Advance got off to a slow start that it eventually started to recover from (thanks partially to the hardware improvements offered by the Game Boy Advance SP) but never entirely overcame in terms of its sales relative to its predecessor. It’s no wonder why some in Nintendo were so hesitant to abandon the original Game Boy during all those years. Interestingly, that hesitancy carried over to the initial discussions about the Game Boy Advance’s ultimate successor. See, Satoru Okada and his engineering team were already working on the next Game Boy device (which was initially known as “IRIS”) when Satoru Iwata (who had recently been promoted to President of Nintendo) informed Okada and the engineering team that former company president Hiroshi Yamauchi had recently requested that they design a Nintendo handheld with two screens. Yamauchi seemingly thought that feature would be a nice throwback to the original Game & Watch design. According to Okada, “everybody hated this idea, even Iwata himself.” The engineers just felt like handheld technology had evolved past the need for a second screen. Still, Iwata ensured the team that they had his support and should at least try to make the concept work. So, the team gave the handheld project a new name (“Nitro”) and set out to do just that. This is where we start to speculate a bit about what happened next, though it’s fairly easy to use logic to fill in the gaps in this particular story.

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