E3 2012: Sony won’t ‘rush’ PlayStation 4 to market just to beat Microsoft.

The goal of the PlayStation 4 is to be the “best machine” SCEA President Jack Tretton has told Spike TV.

“We’ve never been first. We’ve never been cheapest,” Tretton added saying that the company wouldn’t rush their next console to beat Microsoft.

“It’s about being the best. 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” he continued.

Tretton is currently the only executive from Sony to speak about the next generation at E3. While MCV reports that both Sony and Microsoft had initially planned to show off their new systems this year until one of the companies decided to delay and the other followed suit Tretton believe that there is still plenty of life in the PS3.

“We’ve talked about the 10-year product life-cycle back to the original PlayStation and you have to climb that technology curve if you’re a developer,” he said.

“This is the time when the value is the best and it’s my favourite part of the console life-cycle. We tend to have very long peaks and this is when you can just focus on building great games and letting the consumer reap that investment that they made by having great gaming experiences.”