Sir Howard Stringer has told the Financial Times he is aware that consumers would like the cost of the PS3 to be lower, stating the firm is working to "refine" the price of the console by Christmas.
The Sony boss said: "I think that the public would like the cost to be lower, there’s no question about that."
When asked how much Sony could cut the cost of the PS3 by, the CEO said: "That’s what we’re studying at the moment; that’s what we’re trying to refine."
He also stated that current PS3 owners are happy with the machine, but said games have a long way to go until they fully exploit the system. He said: "It takes a long time for producers, and more time because of the cost factor, to embrace the full bandwidth of PlayStation 3.
I think this is basically in desperation to get more units into homes - The Nintendo Wii is pulling away from the PS3 having sold almost 8 million units compared to Sonys PS3 having sold around 3.6 million.
The biggest sign on how unpopular the PS3 has been is the fact that shops are in general over-stocked on them, whereas the Wii has been extremely hard to get ahold of without having had a pre-order. Some shops are only just being able to deliver pre-orders that were made just after New Year now.
The Xbox is also fast losing ground, since Christmas, it has sold barely 1.5 million units, and with only 11.5 million sold in coming up to two years on Sale
, the Wii with 8 million is hot on its heals. Digital Spy Report