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Too Soon For PlayStation Vita Price Cut, Says Sony

June 6, 2012 Written by Zak Islam

Many expected Sony to have a heavy focus on PlayStation Vita at their E3 presser, as well as possibly revealing a price cut for the device. Neither came into fruition, though, and the latter won’t be for a while.

Upon being asked by Eurogamer whether it’s too early to apply an imminent price cut for the Vita, Sony Worldwide Studios president Shuhei Yoshida stated:

Oh, absolutely. From the value for money standpoint, we think we have a good price for what the system is. And our priority is to achieve the potential through more games and services. Of course people who are looking to buy are also talking about the price of PS Vita, especially when they have to buy a memory card as well.

That’s something we have to spend time to cost reduce and address in the future. But now, our laser focus is to increase the content and to realise the potential of the system.

Almost four months after its release, Sony’s new CEO Kaz Hirai revealed during May that the Vita had sold 1.8 million units worldwide. While he referred to the aforementioned figure as a “good start”, the man who’s tasked with turning Sony’s fortunes around admitted that “software and services must be strengthened” if they’re to meet their target of selling 10 million units of the handheld this fiscal year.

An analyst, though, believes Sony’s sales goal is a “stretch” and the company should cut the PSP successor’s price.