Sony on PS6 pricing: 'it's not realistic for us to absorb all component cost increases'

Sony clearly tells consumers that it won't take major losses with its next-gen PlayStation 6, potentially preparing users for sticker shock.

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New reports suggest the PS6's bill of materials, or BOM, is now close to $1,000, fueling speculation of a high-priced Gen 10 console from Sony.

While nothing has been officially confirmed regarding pricing, Sony management has put out a new Q&A with PlayStation boss Hideaki Nishino that briefly discusses what gamers can expect from the future. In short, Sony has no plans to heavily subsidize the PlayStation 6, meaning Sony doesn't want to produce its next-gen console at a major loss.

Below is the exchange from Sony's leadership:

Q - Considering consumer behavior, could you update us on your current thinking regarding hardware pricing and profitability? For the next-generation platform, is it reasonable to assume that your pricing will continue to prioritize profitability of the hardware, as it does today?

A - First, we regard hardware as the base for providing the gaming experience, and by offering products such as the PlayStation Portal Remote Player (PS Portal), we aim to provide experiences tailored to users' play styles beyond the living room, which has traditionally been considered the primary usage environment.

As for pricing, it is not realistic for us to absorb all component cost increases, and we have already implemented some price increases outside Japan.

At present, however, sales are proceeding as planned, and we do not believe this has led to a decline in customer demand.

As a principle, we do not intend to sell hardware at significant losses.

At the same time, we are carefully monitoring the market and continuing to evaluate our approach. We believe it is important for us to make every effort to ensure that customers fully understand the value we provide in relation to pricing.

Microsoft just announced the third price hike of its Xbox Series consoles was due to go into effect in August, leading to prices that have gone up by $200 - $300 across the full lineup.

Sony also conducted its second price hike of the PS5 generation in April 2026, and MSRP has boosted from $150 - $200 across its lineup. It's unclear whether or not Sony will raise the prices of the PlayStation 5 ahead of holiday 2026 or not.