Last night, Sony finally pulled the rabbit out of the hat by revealing the PS4 Pro, a $400 mid-cycle upgrade that promises to pack a greater graphical punch than its slender sibling.
The console will launch this November, and according to Sony, articulates "where we think the market wants to go."
Speaking to The Verge, Sony Interactive Entertainment America chief Shawn Layden explained Sony wants to "broaden the [PlayStation] community" by giving consumers more choice.
Despite Layden's clear enthusiasm for the beefed up system, he admits launching three new pieces of tech -- the PSVR, PlayStation Pro, and 'PlayStation Slim' -- in the run-up to Christmas is going to be tough.
So, why do it? Hayden suggests the "sideways" launch of PSVR played its part by challenging the normal release cycle, but ultimately the answer was more straightforward. Sony is releasing it now "because it can."
"PlayStation VR is something we see as a real disruptive technology. explains Layden. "I think three new pieces of hardware coming in a very short time frame may appear extremely ambitious, but they're all talking to different sectors of the market.
"They're filling different kinds of needs. Is it challenging? Yeah. But the PS Pro, we developed it, we made it, it's ready, we want to bring it out as soon as we can."
Head on over to The Verge for the full interview.
