The Sony PS4 could well cost less than £300 when it launches later in the year, according to recent reports.
The Times carries the claims that the Sony PS4 will come in under the £300 mark, citing industry sources and leaked internal documents.
This would be a massive change of approach from the PS3, which debuted at a somewhat eye-watering £425 back in 2007. This high launch price infamously cost Sony early momentum in the console war - a situation from which it has only really recovered in the latter years of the PS3's life.
Apparently, this low initial price for the PS4 is intended to give the console an instant appeal to more than just the hardcore early adopters. It would also reflect the likelihood that the next generation of consoles - including the Xbox 720 - will be multimedia living room hubs rather than dedicated gaming devices.
Nevertheless, the PS4 is expected to be an extremely powerful piece of kit in its own right. In fact, it's likely to be the most powerful on the market, with an 8-core CPU and an 18-core GPU. It'll also have a touch pad-equipped controller.
How much would you be willing to pay for a PS4? Let us know in the comments section below, or through the Trusted Reviews Twitter and Facebook feeds.