The PlayStation 4 will go on sale for at or above 40,000, a new report claims.
That equates via a direct conversion to $425 or 270. Of course, don't be surprised to see a mark-up outside of Japan, so the likely conclusion is that we'll be seeing a 300+ machine hitting the streets later this year or early next.
Sony will quite possibly release multiple SKUs, too, meaning a high-end offer of perhaps 400.
The news comes from the Japanese press via CVG, which rightly points out that the advanced nature of the tech in Sony's upcoming machine means the cost likely represents Sony selling units at a loss.
Also rumoured is Sony's intention to utilise the streaming games technology it acquired when it swooped for Gaikai last year. PS3's controversial Cell chip is also to be given the boot, although that's something we've known for some time now.