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For example the box art, in the upper right corner is the PS logo, where the P stands and the S is the shadow. In nearly all the boxes I've looked at the PS is colored, red P, yellow/green/blue S. Then I saw a recent Uncharted edition box which looks very similar in appearance to this one, including monochromatic PS in the upper right corner of the front of the box. (Granted the Uncharted edition one is black, this one grey.)
To me... Like others have mentioned the font is all screwed up. Gone is the Spiderman font, and also now all mentions to Playstation are smaller, having been replaced solely by the PS3. Clearly that is a large deviation but maybe it's part of a rebranding effort, who knows.
Other issues:
Bottom of case:
-> on the bottom of the new case there appears to be a screw hole but on 2nd glance looks like a defect from the mould. In any case the real Playstation 3 has a totally smooth underside and this is one reason I think if this is real it's not final product.
-> Still on the underside, the new PS3 has 9 holes for screws, etc, and also 1 indent for a rubber base, for a total of 10 'breaks' in the continuity of the smooth underside. The real Playstation 3 has 4. At first I thought this was a sign of cheap/knockoff stuff, but in watching a video of opening up a PS3, I think they're trying to ditch the practically 3 case current design. With the glossy plastic arc that gets removed from the top of the current PS3, then a sub-case that you also remove to actually get into the inside. The new design might be a 2 piece clamshell that removes a lot of that complexity/cost.
-> There is no branding logo on the underside of the PS3 or PS2 Slim. Obviously there are no warning/legal stickers or SN# stickers but that's not unexpected given that all we're seeing is the case.
Top of Case:
-> Again there is the rounded PS3 logo on the top, there is one on the top of the current PS3 but it's a decal sort of logo, not embossed into the case itself, like the new one is. (As you can clearly see from the flash reflection.) The PS2 and PS2 slim did have embossed logos, but much smaller. The PS2 slim embossed PS2 logo also includes a small 'Playstation 2' just beneath it.
Otherwise:
-> Corners, the corners of the vertical edges of this 'PS3' are rounded, the corners on a current PS3 are very angular. That said, with the theory that this is a redesign, the 'PS3' font on this box and embossed on the box are more rounded too, so maybe that isn't a coincidence.
-> 'PS' logo below DVD/BR slot is wrong, here it's a sticker, real ones it's a 3D piece of plastic that sticks out about 1mm. Also the real one is colored instead of just white, the real one has a red "P", then yellow to green/cyan to blue "S" shadow.
-> Again on the box print, the 'PS' logo is grey instead of multi-chromatic as described above.
In summary the biggest 'knockoff' argument I keep coming back to is that in all of the Playstation related branding I've been looking at this afternoon, any mentions of PS2 (slim) in legit content always included a subtext of "Playstation 2" just below the PS2 logo. I find it very doubtful that Sony would neglect to mention the Playstation brand since that is what they've really been building all these years. PS1/2/3s come and go. But it's always been a Playstation...