Kutaragi: Sony aims to emulate Apple with PS3

SCE president says his company is aiming for iPod-like iconic status for its next-gen console and will focus on hardware and PC-like functionality.

Sony Computer Entertainment president Ken Kutaragi went in depth on SCEI's business model and strategy during the second part of an interview with Japanese site PC Impress Watch.

Clarifying Sony's business model for the PlayStation 3, Kutaragi said Sony would be diverging from the traditional model of hardware, content, and royalties--which he referred to as a product of "the Nintendo era." He stated that in regards to the PS3, "our message is clear: hardware is our business." Rather than selling hardware at a loss and compensating with royalties, Sony plans to make the PS3 "a common platform, on which top programmers can realize their full potential."

On the other hand, he confirmed that Sony has no plans to stop releasing first-party software and will continue the policy it has followed for the PlayStation 2. "[With the PS2] we're putting out a considerable amount of content. But we don't step on third-party companies' toes; it's more of a friendly rivalry."

Regarding the PS3's high sticker price, Kutaragi explained it was all a matter of brand perception. "Steve Jobs could slap an Apple logo on the PS3 and sell them for $2,000 each," he said. "We couldn't do that. That's the difference between the PlayStation brand and a computer brand, like Apple." He also expressed Sony's wish to make "PlayStation" a byword for "entertainment computer."

He further emphasized the PS3's PC-like abilities, stating there would be no problems running popular flavors of OS, including Linux, Windows, and Mac OS X: "to the PS3, an OS is like any other application." However, he added that "I think that perhaps you'll see a general purpose Cell [built-in] OS." Previously, the company has said that the PS3 hard drive would come with a Linux-based OS preinstalled.

Kutaragi also expressed his desire that the PS3 should enter the household and form its own "ecosystem" as Apple products have managed to do in the past. "More than Microsoft," he said, "Apple is closer to our vision [for the PS3]." Although SCEI and Apple are not in competition now, Kutaragi rules out nothing in the future. "Jobs loves computers. It's only natural that our visions should overlap."

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Discussion

105 comments
xrong99
xrong99

PS2 an computer entertainment system, it's not just a game system!!! remember ???

kriptonzz
kriptonzz

Sony wants to be like the new apple. In case Sony hadn't noticed, their console is the biggest and their company isn't the most creative. I doubt the idea of Playstation ever having brand equity like Nintendo.

pMsJp
pMsJp

Something I find interesting about all the dissers is how they complain about how high the price is, then complain that they don't need all this stuff cause if they wanted it, theyed buy it. Does that make any sense to anyone? Buying it all together in the PS3 would be a cheaper investment than buying it all seperately. Granted, it may be an ultimately crappier investment, but you'd get it all in one place for a significantly lower price. Also, to quote: "and seriously, who removes the rumble feature?" Nintendo, with the hugely acclaimed and much loved Wavebird. Brilliant one.

rdo
rdo

ms owns a huge part of apple. gates rescued the company from bankruptcy a couple of years ago (before ipod came out). thats why apples were used as 360 dev kits. so he is going to have to license the ps3 os from ms. not a brilliant move. and if people want an apple they'll choose a real apple over an imitation. if he pushes the ps3 into the pc ara je will lose big. there are no royalties for pc games, and the ps3 would be an average pc at best, probably far below average considering it only has 512k ram.

TooDamnRaw
TooDamnRaw

A lot of people here make good points about how the PS2 was supposed to be this great super entertainment center where you could download games, and services, and movie trailers, but non of that ever happened. Though the PS2 did extremely well for itself, 2000 and 2006 bring about a lot of differences. Sony isn't the new kid on the block, they have more competitiors, and the competition now has equal if not better software than Sony, not to mention the competiton(both Microsoft and Nintendo) have cheaper units. I'll always say that the fanboys are going to be the ones out of the gate to put $600 into this thing at launch so there's no denying that. However, with a $600 price tag, they shouldn't expect the not so hardcore Playstation or gamers in general to pay this any mind or any money. And the whole upgradeable console like a computer thing will go out the window...they said these same exact things about the PS2, but it was outdone hardware wise by the Xbox. They didn't even allow the HDD for the PS2 to be used except for one game. Sony should have the punch line that goes a little something like this. "The PS3-Not only will it break your wallet, but it'll break promises and your heart- But we still have Metal Gear and Tekken to make up for it."

casshern
casshern

Sony loves to talk the talk but as you can see they will do a u turn just like when they mentioned the p2 is powered by the ultimate processor the emotion engine that will be so powerfull with the replication of duckies!!!! WTF The ps3 will do good to have great games, that won't happen for a while, and since both MS and Ninty are hear or coming out to buy they will have a tough time with that price. SO more BS. not saying that MS or Ninty are great with thier pr but this is fight between three companies. I like them all, but they need to restrain from coming up with this sh**!

mezonesxbox
mezonesxbox

[This message was deleted at the request of a moderator or administrator]

ChoadS
ChoadS

decebal I will say it agan......... I will not buy any thing just because you tell me to that includes a 360.

GoddBless
GoddBless

I just love to hear Ken talk. He's just so confident in the Playstation brand he thinks it can sell anything. He said the PSP sold for way to cheap and people should be happy to get such a great deal for a remarkable piece of hardware. Now it's starting to sound like he's doing the same with the PS3. SONY has been losing a lot of money lately. With all the fanboys they have they should just be upfront and say we need money so we're going to charge a little bit more for everthing now. Let's get one thing straight however, people are going to buy this thing. After the initial holiday rush it may not sell as well but they will sell enough to have some kind of success. After the initial lauch lineup, if developers don't see the proper return on investment they're not sticking around. Period!!! Especially with the high development costs they are already complaining about. Right now SONY has a lot to deliver in November and if the PS3 is anything less than mindblowingly spectacular people are going to complain and it will eventually start to hurt their sales. They will have no one to blame but themselves for being so over zealous.

NekoFever
NekoFever

The iPod was a success as a lifestyle device despite the price because not only do most people not know of any alternatives (who doesn't know of Microsoft and Nintendo?), but also it became a fashion item. How many people do you see on the way to work in the morning with those iconic white headphones? Something that sits under your TV is not a lifestyle device whichever way you look at it. People only spent hundreds on iPods because they went out and saw everyone with them. At most you're going to go to the house of a friend with money to burn and see a PS3 there.

Kwzy
Kwzy

In my vision Xbox360 is expensive!! with just 200 bucks you can buy a hi-end PS3 with Blu-ray, cell, 60Gb HDD and HDMI!!! no way Iam getting a 360 since PS3 has a lot more to offer!!

Bleach_is_basic
Bleach_is_basic

Every time Sony releases a press statement or gives some interview they are constantly reinforcing, to me, the notion that they have really lost their sense of direction with the PS3. I used to work for a company that tried to do the exact same thing...they perceived every little change in the market and tried to capture each one, at the same time abandoning their core competencies and competitive advantages. They tried to be everything to everyone and in the end all of their customers left because instead of being good at just one thing, now they sucked at everything. I get almost the same exact gut feeling when I read stuff about the PS3 now that I did about the company I used to work for right before they got bought out. Anyways, that said, if the PS3 is going to let me load up different OS's what is stopping me from running true PC games on it? That would be pretty awesome. I think it would cause some problems for Sony though...

Hassan05
Hassan05

ah ah no way show has just started

Kwzy
Kwzy

In my vision Xbox360 is expensive!! with just 200 bucks you can buy a hi-end PS3 with Blu-ray, cell, 60Gb HDD and HDMI!!! no way Iam getting a 360 since PS3 has a lot more to offer!!

PSDUDE
PSDUDE

OMG...will people stop bringing up the PS3 replacing PCs thing up. Even Sony for the most part has got over that statement and reiterated over and over that the PS3 will have many PC functions NOT that the PS3 will replace PCs. Oh and btw to the guy that said that the PS3 has the same power as 360 I'd redo your research. LOL. And last I remember 360's launch wasn't exactly perfect though M$ execs tried to play down the amount of broken 360s sold. Rewind to a GS article about broken 360s running rampant. With all the money spent on the PS3, I'd wait to see if it'll break down as quickly as some of you expect before you b*tch. WiiStation over Wii60!

juanfraino
juanfraino

still not an inch closer to get a ps3. But i like apple more than linux. LOL i starting to think SONY is more pre-occupied in making a pc than a gaming console.

Hassan05
Hassan05

i have already 360 but it stinks comon larry7 where are the good games ?

larry7
larry7

what's wrong MS fans? you scared that sony and apple will enventually team up and whoop all over MS ass? or are you just mad cause you are bored and tired of playing the same old 360 games? are you MS fanboys flamin' cause MS isn't trying to come with more innovating ideas for a system that's only going to carry you into the next 4-5 years? you can't stand sony because the ps2 is still going strong and the xbox is 6 feet under? shouldn't you MS fanboys be playing with your 360's instead of flaming sony every chance you get? or is you 360 collecting dust just waiting for those "cool" games to come out? just like with the ps2 sony is bringing the "pain" with the ps3 and MS is gonna feel it. and its gonna hurt too. in 5 years MS will be bringing out 360.2 and sony will just be in its prime still kicking ass.

Cobalt_Strike
Cobalt_Strike

Sorry but its just ludicrus to market this thing as a pc, a non-upgradeable one at that. Go back with under cheap blue ray player/ over priced console, that at least makes some sense.

Kempatsu_basic
Kempatsu_basic

hurray! im gonna be witness to the fall of sony during my lifetime! i love how this company is just so full of crap. I see Kutaragi's vision and I'm saying right now - it ain't happening...and all the sony fanboys are just in denial. and seriously, who removes the rumble feature?

paulyfknt
paulyfknt

so i can downlad windows to my ps3? if so that would be sweet

slayerver1
slayerver1

Sony seriously needs to stop talking about how the PS3 is the greatest thing in the world and it will conquer everything and focus on making launch.

SulaMoon
SulaMoon

ok someone tell this guys the PS3 wont replace the pcs..

Nugtoka
Nugtoka

jedimas64 its just my opinion but stop and think about ALL posiblities for just one min. yea mmmmmmmmm burgers and toast yummmmy

TooDamnRaw
TooDamnRaw

Sony's really desperate this time. It's almost like they're begging us to plump down $600 for their "computer" gaming console. Please, spare me, ENOUGH! I've heard enough from E3 about how great and how powerful the PS3 will be, and yet at the end of the day, it'll still be a gaming console. Why can't they realize that. They won't be able to emulate Apple because Apple actually has an unbeatible service in Itunes that sells Ipods themselves, and I doubt Sony will even be able to compete with Microsoft in terms of it's online service, so Sony might as well continue to do what it's been doing and that's putting their lips on a lot of the third-party developers for exclusive games to make the PS3 succeed. Come on, you'd have to be an idiot to buy the whole "the PS3 is a computer" argument. If this is indeed the case and the PS3 'is' a computer, why is Sony still selling the useless Vaio at extremely high prices. Sony's really setting themselves up for failure, and if that thing succeeds, that only means that there are far more fanboys than I thought there could ever be!

Hassan05
Hassan05

64 you have a lot 2 learn .......basically u have no idea.....hm ok do what ever you want .....its nothing personel right

jedimas64
jedimas64

its just my opinion but stop and think about ALL posiblities for just one min.

absolute247
absolute247

Sony is just saying there adding all this PC stuff so they can justify the price. At $600 it too expensive just to play games, But if they say they will add all this other stuff they want to fool you in to spending $600 and then just sit there till and or if they decide to do what there saying....

Kuruption84
Kuruption84

Hassan05 I don't know what a best in hardware is. Care to enlighten. I agree with decibel if you want it buy it, if not don't, it's that simple. I won't get it at launch due to the fact that Sony hardware initially is historically terrible and the fact there's nothing I want until MGS 4 is released. If something else comes out before it then maybe I'll buy it.

_sean_05
_sean_05

ChoadeS go play viva pinata with your 1337 halo buddies on xbox live.

Nugtoka
Nugtoka

I wonder if i can grill a burger or make toast with that thing too

decebal
decebal

I couldn't care less what you buy. I own a 360 (not that I bought it), I will own a Wii the day it comes out, and eventually I will own a PS3 (at launch or later... depending on the launch lineup).

jedimas64
jedimas64

im REAL unhappy about this I know that there will be people that will buy it no matter what the cost but some people just dont and never will have the same power that people like Hassan05 have , which would be mainly kids and teenagers. And i dont give a damn about the whole PC buisness Sony has because i came to play some gamesm, not have a "redesigned PC' Im worried more and more about Sony's strategy and that their just digging their grave, snd iam not a N fanboy or MS fanboy either

CWEBB04z
CWEBB04z

Hm Nice Sony give you props for trying.

markbart0305
markbart0305

All I will say is this. I pay for game consoles so that I can play some good games. I don't need bells and whistles because I'm not paying for that. Sony's trying to go head-to-head with Apple, and by doing so, they're putting in extras into their console. So in the end, it's the gamers who get the short end of the stick, because most gamers don't want what Sony is delivering. They just want a simple game console. I bought a PSP for one thing, games. I didn't care if it played videos, music, or if it browsed the web. Now, I regret my decision because most of the good games are on the DS. The PSP is mostly stuck with ports and remakes. It will take somebody like Kojima to deliver one big exclusive game like MGS: Portable Ops. He's doing the same thing with MGS4 for PS3. Basically, without him, Sony is screwed.

Hassan05
Hassan05

dont forget sony is a BEST in hardware

grnidbandit
grnidbandit

Actually sony and apple are the best designers when it comes to hardware design I hope i can hook my ipod to the ps3 for extra storage, and apple and sony are cool with each other, note apple is one of the supporters for blu-ray, and apple was once in talks with sony about doing an online music service

yboucher
yboucher

Nothing new there, they tried (and are still trying) to do exactly the same thing with the PSP.

Hassan05
Hassan05

yaahhhhhhhooooooooooooo ,........ ps3 is getting much more stronger.

coleorionjordan
coleorionjordan

Back in the day, game consoles used to be for games. Why should this change?

Kuruption84
Kuruption84

This guy is out of his mind. I mean it really does sound like a good idea, but I would much rather have a PC than a All in one PS3. If they want to do that, they could at least make a system that just plays games. The Apple isn't the center of homes either.

K1LLSWITCH
K1LLSWITCH

Would this mean a possible collaberation between Apple and Sony in the future? Only time will tell.

tuff_gong92
tuff_gong92

I like this. I think sony needs to be ambitious or else it would be alot worse. Now the price makes more sense if this think has an OS. Now I'm not saying this is worth the entire price at this time but now the OS makes me feel more confident that Sony will still a contender.