Ken Kutaragi recently held a very long interview with Japanese web site PC Impress Watch where he spoke about the PS3's current presence and that for Sony, their goal is to have their next-generation console have the kind of market pull that the Apple brand does.
"Steve Jobs could slap an Apple logo on the PS3 and sell them for $2,000 each. We couldn't do that. That's the difference between the PlayStation brand and a computer brand, like Apple."
Kutaragi emphasized that he wished to make the term "PS3" synonymous with "entertainment computer." The company's goals seem to be in establishing an electronics "ecosystem" in the consumer's household, where the name Sony means enjoyment. However, where Apple has achieved this through stylish, trendy gadgets at affordable pricing, will this goal be achievable for Sony given the hefty price tag of the unit?