Sony Group Corp. has set the price of its new, faster PlayStation 5 Pro at $700, significantly higher than Microsoft’s Xbox Series X, which costs $600. The PlayStation 5 Pro, launching on November 7, comes at a $200 premium over the original PS5, suggesting Sony is targeting a loyal audience willing to pay extra for enhanced performance.

This pricing positions both Sony and Microsoft at the high end of the gaming console market. Four years into their product life cycles, the two most popular home consoles are moving towards premium models. Analysts are split on whether Sony’s pricing strategy will drive sales, especially as it seeks to grow its entertainment portfolio across gaming, anime, and film.

Industry analyst Serkan Toto described the PlayStation 5 Pro as a niche device aimed at hardcore PlayStation users, rather than a mass-market offering. “It’s about Sony skimming the absolute top end of the market,” he said, with the gaming world questioning Sony’s high pricing.

Others speculate that Sony’s pricing strategy is aimed at boosting margins, particularly after recent price hikes in Japan due to rising component costs like chips. The new console will allow for higher resolution and faster frame rates without requiring users to switch between performance modes, delivering 45% faster rendering than the standard PS5, according to lead architect Mark Cerny.

Despite the steep price, some analysts believe Sony could benefit. Citi analyst Kota Ezawa pointed out that no previous game console successor has been priced significantly higher than the original model, and that the PS5 Pro’s improved components may not justify such a big price jump. Nevertheless, the higher price could enhance Sony’s gross margins.

The PlayStation 5, which has sold over 59 million units since its 2020 release, has slightly lagged behind the PlayStation 4. The increased cost of the PS5 Pro may narrow its appeal, as the price edges closer to that of a gaming PC—one of the console market’s biggest competitors.

Reviewers also highlighted the lack of a disc drive in the new model, reflecting a broader industry shift from physical media to digital content. A disc drive will be available separately for purchase.

In a blog post, Sony announced that the PS5 Pro would enhance the performance of older titles, with several popular games such as Hogwarts Legacy, Final Fantasy VII Rebirth, and Spider-Man 2 receiving free updates to take advantage of the console’s new features.

Apple is set to unveil its highly anticipated iPhone 16 lineup on Monday, Sept. 9, during its annual event at its Cupertino headquarters. The keynote, led by CEO Tim Cook, is expected to introduce not only the new iPhones but also the 10th anniversary Apple Watch and updated AirPods.

While the hardware lineup is impressive, Wall Street’s focus is elsewhere—on Apple’s generative AI platform, Apple Intelligence. This AI initiative, designed for iPhones, iPads, and Macs, represents Apple’s major push into the consumer AI space. Initially, investors were concerned about the company’s delay in launching AI compared to Microsoft and Google. However, after the platform was revealed at Apple’s WWDC conference in June, the company’s stock surged by 15%, outperforming tech giants like Microsoft, Amazon, and Google.

Apple Intelligence is now positioned as a key feature of the new iPhones, particularly those from the iPhone 15 Pro and newer models. Analysts believe this exclusivity will drive iPhone sales, with Morgan Stanley’s Erik Woodring predicting AI as a major factor in boosting the iPhone replacement cycle.

However, Apple Intelligence might be more than just a sales driver—it could shape consumer perceptions of generative AI itself.

Apple’s AI Ambitions

Apple’s upcoming event makes it clear that AI is front and center. From the tagline “It’s Glowtime” to the colorful logo reminiscent of Siri’s new look, the company is signaling a major AI focus.

The AI features Apple is integrating into its ecosystem are extensive. Users can expect tools that summarize text conversations, prioritize emails, enhance Siri’s capabilities, and offer access to OpenAI’s ChatGPT. Additional features like AI-powered proofreading and email optimization will also be part of the package, along with new apps developed to leverage AI through Apple’s hardware.

Wedbush analyst Dan Ives forecasts that Apple’s AI integration could bring in an extra $10 billion in annual services revenue, potentially boosting the company’s market cap to $4 trillion.

Though competitors like Samsung and Google have also introduced AI in their devices, Apple’s approach seems more compelling. Its June event showcased how seamlessly AI integrates into its ecosystem, making the technology feel more personal and essential compared to the offerings from Samsung’s Galaxy AI and Google’s Gemini platform.

The AI Risk

However, Apple faces challenges in ensuring Apple Intelligence’s success. The AI needs to avoid errors like those seen in Google’s AI tools, which have been criticized for providing bizarre recommendations. More importantly, Apple must prove that its AI is something consumers will genuinely want to use, rather than just a rushed feature aimed at appeasing investors.

As Apple ventures deeper into AI, its success or failure could shape the future of generative AI for everyday consumers.

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