Sony has already settled on the date it intends to launch PlayStation 4, the platform holder has suggested.
Reflecting on the console's New York reveal event with EDGE, Sony's Worldwide Studios vice president Michael Denny said "we know our launch date, and we think it's very important that gamers receive that new console experience.
"With that in mind, we just thought it was the right time to set the vision and set the agenda in New York."
Sony has yet to publicly announce a specific release date for PlayStation 4, but has confirmed that the console will launch in at least one territory in 'Holiday 2013'.
But if Sony really has settled on a release date for PS4 internally, it would suggest that the firm is relatively far along in the console's production.
Back at the console's announcement in February, SCE UK MD Fergal Gara told VideoGamer.com that one of the reasons it hadn't announced a precise release date was due to the firm "working through all sorts of production schedules".
"Unless we decided it was a year and a half away: you could probably commit to any date you like if you go that far away," he said, "but we want to get it out to market quickly and pricing those various commercial variables to be fully weighed up that we're not fully worked through."
In a report published yesterday, VideoGamer.com spoke to PlayStation 4 developers about the possibilities - and the risks - offered by the console's 8GB GDDR5 RAM.
Launching before Microsoft's next-gen console will provide a major boost to PlayStation 4, but do you think Sony will beat Microsoft to market?