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PS4 price cut not happening anytime soon, says Sony U.K.

The head of Sony Computer Entertainment U.K. has indicated that the PlayStation 4 won’t be receiving a price cut in the near future.

Speaking with MCV, Fergal Gara highlighted the cons of engaging in a price war with Microsoft, who has already dropped the price of its flagship console, the Xbox One, since its launch in November 2013.

"Any price war in any sector in any market can be dangerous," said Gara. "If there is a race to zero, who wins from that? We are proud that we managed to launch at a very competitive price, and demand has held up very strongly for PS4. Therefore, our RRP on day one is our RRP today. Yes, there are promotions that offer consumers better value from time-to-time, but it’s great that we managed to start at such a great price and it has held well." 

Sony has sold over 20 million PS4s since its launch 18 months ago and is tracking faster in the U.K. than PS2 did. Despite not shifting on price, the console has maintained a healthy lead over Xbox One, although last month in the U.S. Microsoft managed to outsell the PS4 in monthly sales for the first time. 

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