Don't expect Sony or Microsoft to cut the price of the next-gen consoles at E3 next week, Wedbush Morgan analyst Michael Pachter has warned.
Furthermore, he even expects the promotions currently in place for Xbox One will actually be reversed.
"We do not expect price cuts for the Xbox One or PS4," he told investors. "We do not expect Microsoft to permanently cut the price of the Xbox One without Kinect from $399, instead focusing on compelling bundles with first- and third-party content, with some of the applicable games included as free pack-ins.
Although the price of the Xbox One has been discounted by $50 for much of 2015, we believe that the price will revert back to $399 by the time that the holidays arrive, particularly if sales pick up."
Microsoft in particular has often seen fit to cut the price of Xbox One on a promotional basis rather than officially slashing the RRP. Sony, too, has been keen to highlight retail promotions on its console.
Even without any official price cuts, however, the price of both machines is likely to stay low in the UK as the somewhat surprising price war has seen prices kept low across the board. GameStop even said that the next-gen hardware market in the UK is currently the most competitive in the world.