If you are talking about the PS5 potential price point, from the other thread:
OK well this would be my personal take on what he's saying. Actually, I think he's being super straightforward in these answers. They seem like they have some PR filters on them but I read them pretty honestly.
"First, we must absolutely control the labour cost, the personnel cost, it must be controlled," Totoki said. "And the initial ramp up, how much can we prepare initially, we will work on the production and the sales and we will have to prepare the right volume as we launch this.
I think what's going on here is - launch consoles are more expensive but usually cost reductions come quickly. They have to balance tooling costs and how many they want to supply initially vs. waiting for cost reductions to come in. A unit sold 6 months to 1 year later may be
much more profitable than a lunch unit. So having a fast transition may be possible, but it may make sense to slow demand a bit to be more profitable (this was an earnings call, after all)
"What is not very clear or visible is because we are competing in the space, so it's very difficult to discuss anything about the price at this point of time, and depending upon the price level, we may have to determine the promotion that we are going to deploy and how much costs we are prepared to pay.
This says to me the box is tracking more expensive, but clearly they don't want to be out of position. It's a pretty honest statement IMO. Why be first to declare price in this space if you don't have to? If MS comes in at $599 on Series X for example, that's a much different scenario then if they come in at $399.
It's super interesting related to the above statement. If they have to sell cheaper then they would like, you may adjust the launch quantities to try and wait for the cost reduction to come in. If you're going at a higher price, you may try to get more installed base more quickly. It's a very delicate dance.
I don't read this as they are "reacting" to Xbox as much as holding more option value to get the right mix of units and pricepoint. Funny thing is, I'm betting MS is thinking very similarly so this could be an interesting game of chicken.
"So it's a question of balance," Totoki continued, "and because it's a balancing act it's very difficult to say anything concrete at this point of time, but when I said smooth transition, we mean that we will definitely choose the optimal approach and that we will try to have the best balance so that we will be profitable in the life, during the life of this product."
Yeah see above. Sounds like they want to wait on a price announce unitil they have more information, because the pricing strategy will directly impact launch quantities and how long you wait for cost reductions to come in.
This does suggest to me that $399 wasn't the slam dunk I was expecting. If they were targeting $399 I would not expect some of these statements.
Equally however, this could all be posture to not spook Microsoft into doing anything aggressive either. So who knows.