Sony's President, Ryoji Chubachi, stated that the PS3 is not going to incur any price cuts at present. It had been rumored that Sony would take advantage of reducedBlu-ray disc player manufacturing costs and extend the player price cuts to the PS3. It is already known that Sony is losing money on every console sold in order to build its brand and enable eventual sales of software titles to make up for the initial investment. With sales of the Nintendo Wii console outpacing PS3 by a margin of 3-to-1, Sony is taking longer than ever before to reach the market penetration it is looking for.
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