Sony has said that the reaction to its PS3 launch price had meant that keeping the launch price of the Next Generation Portable as low as possible is a key priority.
At its E3 presentation in 2006 Sony revealed a $599 launch RRP for its home console. Jaws dropped at the time, and it was only with a subsequent drop in price that the machine finally gained real sales momentum with consumers.
And despite the high-end tech powering the NGP, Sony has promised that the price of the device will be far less bewildering.
"I can't talk about a definitive price at this stage," SCE Worldwide Studio boss Shuhei Yoshida told Edge, as reported by CVG.
"But since the very beginning we had a target in mind. So, when considering various features, we always had our price range in mind.
"There were elements that we found pretty cool, but had to set aside to remain on target. It's a big lesson we learnt from the PS3. There's no point putting everything you want into a device and doing the math later.
"We always had the price and consumer in mind. We had to sell something that people could buy."
Retailers told MCV earlier this month that the NGP must be priced under £300 if it wishes to be competitive.