Sony is making a significant leap forward with the underlying technology in the PlayStation 4, but according to Sony Worldwide Studios President Shuhei Yoshida, it isn't limiting the company's ability to be nimble in terms of the console's cost.

When asked if the company was prepared to compete with other consoles and hit a more favorable price, Yoshida said that Sony's decisions to use custom AMD hardware instead of its own proprietary Cell architecture has allowed it to save on R&D and production costs.

"The architecture choice we have made this time around has allowed us not to invest to create dedicated factories and conducting factories and things like that — so that helps in order for us to provide an affordable price to consumers."

While Sony has yet to offer a sense of what the system will cost, it seems as though the company understands that with the advent of gaming-capable sub-$200 smartphones and tablets, consumers are more cost-conscious than ever.

http://www.ign.com/articles/2013/02/21/sony-flexible-on-playstation-4-cost

449$ max I go please SONY!!!!!

$399 sounds reasonable

Sony knows it has its hardcore base willing to spend $500+, and that's what they'll do. then analysts will say its struggling, blah blah blah, same ole like most of the console launches (wii aside).

Releasing a powerhouse like that, they have the right to price it high. This isn't a nonphone handheld, its a home console where premium matters to many consumers.

$349.99 confirmed ^^

That price would make me extremely happy.

Well be prepared to be happy come this holiday :D

£299 is the most they can really put out for if they wan success like the old days

Then nintendo better drop their deluxe to $250 or they're fiznucked

Yeah, Nintendo is screwed...