Sony has
denied reports that it is about to cut the price of its struggling
PlayStation
3 games console by $100.
The story originated at online news site
GameDaily,
which quoted sources in the retail industry suggesting that the price drop would
occur on 12 July followed by an advertising campaign on 15 July.
However, when asked whether the company planned to cut the price of the
console, Ryoji Chubachi, president and chief executive at Sony, insisted that
there had been no official decision to do so.
However, Sony is reluctant to cut the PS3 price to boost sales because the
technology inside the console, including a Blu-ray high-definition DVD player,
has kept production costs high.
Sony will hold an official press conference at the
E3 games industry
show next week.
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