Sony Computer Entertainment Europe boss David Reeves has said he reckons PS3 will remain the priciest console in the shops, despite competition from the Wii and Xbox 360.
Speaking in an exclusive interview published today, Reeves replied, "I think it will, yes," when asked whether PS3 will continue to be the most expensive machine.
"I'm not saying there are going to be any price cuts at all in the short term or the medium term. I'm not saying we don't need to do it - we are expensive. It is possible that as the cost [of manufacturing] comes down, we will be able to do it," he continued.
"But we're protecting ourselves with a very hard shell to get through the next one or two years of an economic situation. If you're experienced, you know you have to go into that mode - it's like being an armadillo. You have to be hard, and then you will come out when the sun comes out."
Reeves was speaking after Sony's latest financial results showed sales of all three consoles were down year-on-year during the last quarter. So does that mean the PS3 has peaked?
"Absolutely not," said Reeves. "We're two-and-a-half years into a ten-year cycle."
Read the full interview for more, including who Reeves reckons is really ahead in Europe, why Metal Gear Solid might not remain a PS3 exclusive and what Sony plans to do about the lack of PSP games.