During an interview with Fast Company, Sony's president and CEO of Sony America, Jack Tretton said that the company is taking a long-term view in trying to grab consumers for the PlayStation 3, and so Sony will not be dropping the price of the games console.
"People are having short-term thinking - the platform is not even three years old. It was $599; it's now $399," he said.
"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."
Sony seems pretty stubborn about this 10-year plan, for better or for worse, but with the current economic situation, who knows how long this plan can hold out?
However, Tretton seemed confident that this year would be better than the last, citing their upcoming digital media, especially for the PSPgo, and the PS3's versatility and "tremendous value".
That "tremendous value" might not be seen by all however, including game developers, as last June Activision CEO and president Bobby Kotick spoke out about the system, saying:
"If we are being realistic, we might have to stop supporting Sony. When we look at 2010 and 2011, we might want to consider if we support the console - and the PSP too."
Tough words, but in an interview conducted with Reuters, Sony's chairman, president and CEO, Sir Howard Stringer didn't seem concerned about the threat and had a response to Kotick's statement, saying:
"He likes to make a lot of noise. He's putting pressure on me and I'm putting pressure on him. That's the nature of business."
A lot of people are fearing Sony's "nature of business" as of late, and when asked about the logic of not cutting the PS3's price, Stringer stated:
"I (would) lose money on every PlayStation I make - how's that for logic?"
Rumours suggest that Sony is intending to build a 'PS3 Slim' that would be cheaper than the current model, but would cost lest to build and therefore sell.
To read the full interviews and articles with Jack Tretton and Sir Howard Stringer, check out Fast Company and Reuters.