E3 2007: Sony Confirms PS3 Price Cut Only Temporary
Sony Europe spoils surprise, America says it's true.
By
Patrick Klepek, 07/13/2007
UPDATE: As a follow-up to this announcement, we asked SCEA about how potential customers might feel ripped off, given the $499 phaseout. Here's what they told us:
"We are offering the full-function 60GB PS3 for $100 less than the original price and we have ample supply to meet consumer needs for months. We think this is great news for the PlayStation fans. Throughout the remainder of the year, we will constantly be evaluating market conditions and will develop strategies to further meet the needs of consumers in this market."
ORIGINAL STORY: Sony Computer Entertainment America announced Monday the price cut in America was official. Sort of. PlayStation 3 launched with $499 and $599 SKUs (for the 20GB and 60BG machines, respectively). SCEA removed the 20GB SKU in April, but
now the $499 is back due to a price cut and the $599 is coming back with a copy of MotorStorm and 80GB of hard drive space. Confused? Today, it gets worse.
It all starts because of Sony's European branch. Sony Computer Entertainment Europe President David Reeves told
GamesIndustry.biz the $499 SKU will be phased out once the stock on shelves is gone. "All they're doing is taking their stock in trade that they've got at the moment of the 60GB model, marking the price down and it will all be gone by the end of July," he said.
Wait, maybe he misspoke. Maybe he didn't realize what America was doing. And
maybe Kaz Hirai can clarify what's going on with Scandinavian TV show
VG TV (as noticed by
Next Gen). "[We do not] have a two-SKU strategy in the U.S.; We learned very quickly customers respond better to having one SKU than two. We dropped the price on the 60GB model -- as you know, that model is no longer in production [and] once it's no longer on store shelves it will just be the $600 SKU," said Hirai. When two executives let things slip, there's a problem. So, is it true? SCEA confirmed to 1UP this morning that the phaseout is happening.
"The 60GB PS3 will be available in North America for $499 until supplies of that unit are depleted. We have ample inventory to meet the immediate needs of consumers in this territory for several months to come. We won't be making any further announcements regarding our PS3 model hardware strategy in North America until the 60GB model is exhausted and market conditions are evaluated."
What the heck is going on? Good question.
