SCE America's head honcho Jack Tretton has been looking to calm speculation that Sony will be making a big push to try and beat Microsoft to releasing a next-gen console, saying that quality is the only thing that matters.
"We've never been first, we've never been cheapest, it's about being best," he told GameTrailers at E3.
"And I think 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 an ideal world, all three would come into alignment nicely, but Tretton says that Sony's number one goal will always be to focus on trying to create the best product.
"I think, ideally, 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," he added.