Once again, rumours have started spreading that a next generation of consoles will be unveiled at E3 and, once again, they're being denied. Sony consumer products president Kaz Hirai is the one doing the denying this time, insisting that a new PlayStation won't be announced at the video games show in June.
"Andy (House) is absolutely right in that we are not making any announcements at E3," Hirai said at a roundtable interview at the Consumer Electronics Show this week, attended by The Wall Street Journal (via Joystiq).
Hirai was referring to comments made recently by Sony Computer Entertainment president Andrew House, who said "I don't think we're contemplating talking about anything to do with future console iterations at this point."
Hirai added, "I've always said a 10-year life cycle for PS3, and there is no reason to go away from that."
Of course, a 10-year life cycle doesn't necessarily mean that we won't see a new console from Sony until 2016 or so; the PlayStation 2's life continued for several years after the PS3 was released.