Sony has already managed to cut the costs of PS4 hardware production

[theprof00]

walsufnir said:

BeElite said:
Would be nuts if the fuckers were crazy nuff to cut price this year, PS4 could maul the comp to 90% market share.

But by this they'd be losing money/profit. By now there is no need to cut the price as market share alone doesn't necessarily bring you more money or the same money you get while making profits with the same price. Therefore you have guys in your company who know about financials and don't care only about marketshare.

It's not really set in stone that "there is no need". It's up to Sony to decide whether missing out on profits now will pay off in the long term.

Profit is profit, but profit doesn't have the effects marketshare does.
Effects of profit: Able to produce more games, more advertising
Effects of marketshare: Lock in customers, build brand, increase install base, secure more multiplats/exclusives, word of mouth