It seems as if the dismissive power of Sony CEO Sir Howard Stringer is not quite enough to convince the games industry that the platform holder will not be cutting the price of PS3 any time soon – so SCEA president Jack Tretton has joined in too.
Speaking to FastCompany, the Sony America boss stated: “People are always wanting you to lower your price on hardware. It's somewhat natural, especially in this economy.
“We could've come out with a PlayStation 2.5 for $299 or less, and in the first two or three years it would sell extremely well. But there would be a point where people would be going, ‘I am not really seeing the incremental leap’.
“We feel that we're sacrificing the short term to pay dividends in the long term. People are having short-term thinking – the platform is not even three years old. It was $599; it's now $399.
“The focus on pricing is something we appreciate, but you have to have the conviction and the confidence that you are on the right path for the long term and ultimately you'll get all the consumers you want. You won't get them all day one, but we're looking to get them over a 10-year period. It's going to take different things to get different consumers.”