Alby_da_Wolf on 28 July 2015
2018 if they want its HW power to be competitive (not necessarily equal, but not too far behind, either) with other 9th gen consoles, and to make it still both profitable and affordable from the start.
2017 or at least not earlier than October-November 2016 if they prefer a longer head start, sacrificing performances as 9th gen, but still outperforming 8th gen and to be profitable and affordable from the start anyway.
Earlier than mid-Autumn 2016 if they want to fail.
