Kaz Hirai, one of Sony's top executives, has come out and explicitly said that Sony will not be showing off a new console at this year's E3 conference in Los Angeles.

Hirai was asked about the PlayStation 4 and its potential unveiling during a roundtable at this year's CES. Andy House, another Sony exec, had said that the PS4 would be a no-show at E3 this year. Hirai was asked to clarify:

"Andy (House) is absolutely right in that we are not making any announcements at E3…"

Personally, almost every time I write up a news post concerning the impending PlayStation 4, I make it a habit to point towards Sony's insistence that the PlayStation 3 was a console built with a 10-year life cycle in mind. That's 10 years as Sony's leading home entertainment device, not 10 years on the market counting the time after the PS4 launches. They released the system in 2006. 10 years as the leading device would mean Sony won't release a new machine until 2016.

Here's Kaz Hirai as a follow-up to his quote above:

"I've always said a 10-year life cycle for PS3, and there is no reason to go away from that."

And "boom" goes the dynamite.

There it is, in plain english that's impossible to misinterpret; Sony has no reason to leave their 10-year life cycle plans for the PlayStation 3. Every time you read a new rumor concerning Sony's next console, consider Hirai's constant lifespan insistence.

The PlayStation 4 will not be at E3 this year. The PlayStation 3 is doing far too well for Sony to launch a new machine any time soon.

[via WSJ]