It's not about going first in the next-gen cycle, according to SCEA boss Jack Tretton, but rather just to be "the best".
VG247's previously been told that Sony has been aiming for a next-gen launch ahead of Microsoft. But the Sony US boss said it's not about being first.
"We've never been first. We've never been cheapest. It's about being the best," Tretton told Geoff Keighley in a GTTV interview.
"If you can build a better machine and it's going to come out a little bit later, that's better than rushing something to market that's going to run out of gas for the long term.
"In a perfect world you want the best machine that ships first that's cheapest. But the number one goal is to be the best machine and that's what we're always focused on."
When asked on the status of supposed PS3 exclusive Agent from Rockstar, a game Tretton announced at E3 three years ago, quote of the show emerged.
"You couldn't have said it better when you said Agent from Rockstar. I work for Sony Computer Entertainment. The second I start working for Rockstar, I'll have some definitive information for you on Agent."
Good work, Jack. Catch up on Sony at E3 here.