Nintendo boss Satoru Iwata thinks predicting how long a console will last for is "nonsense".
He believes hardware should only be rethought when developers can no longer innovate on it.
"Deciding upon a certain time period that someone can sell is becoming a nonsense," Iwata told the BBC, referencing Sony's 'ten-year plan'.
"After all, the primary concern for me is not to let consumers purchase hardware but to enjoy software.
"Having said that, however hard our software developers try create new unprecedented titles with great ideas eventually there'll be a day when developers say they have no more means with the hardware, that's exactly the time we need to introduce people to new hardware," added Iwata.