Sony will consider cutting the price of PlayStation 3 "when the timing is right" according to senior vice president Takao Yuhara.
"We may look at the price as part of our strategy to expand the market when the timing is right," Yuhara said the other day, as Sony admitted that launching its next-generation console had - amazingly - cost quite a lot of money to do, and hurt its Q2 financials a bit.
He added that "factors, including price cuts to some extent, are factored in" to Sony's break-even plans for the games business, which the company expects to really start really racking up the dollaryenpounds in the financial year ending March 2008.
Sony has traditionally avoided cutting the price of its consoles for longer than its competitors (the PlayStation 2 still sells at a price tag the Xbox and GameCube have long since left behind).
But there's speculation that things will be different this time around due to the console's surprisingly high initial cost (US$ 599 / GBP 425) - conjecture spurred by Sony's decision to re-price the Japanese "low-end" PS3 console at Tokyo Game Show last September.
Will you support Eurogamer?