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Back on topic. Sony doubled its forecast of annual loss to US$6.4 billion. This year will be the fourth year of losses for Sony.

Given that situation, can Sony sell the new PlayStation at a loss? will their share holders agree with that kind of plan?

The specs leaked parts will cost around $220-$270 next year, add the other cost (production, advertisement, distribution, R&D, etc) and you can get a $350-$400 machine, that is a very nice price to compete and the company will not have to sell at a loss each unit.