Probably Sony. They would want to keep up the the theme they established with their hardware and they could take a calculated risk with their prices next generation, because simply put, Playstation is the strongest console brand at the moment. Also, keep in mind that Sony was conservative with the PS4 specs and prices because they didn't expect the console to sell as much as it did. Sony of course has to be little more careful and study the market well so they don't repeat their past mistakes.
Edit: I wrote this post under the assumption that PS5 would launch in 2019 or later.
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