Sony has suggested that the lifecycle of the PlayStation 4 may be shorter than that of the PS3, and believes that consumers are more willing to purchase new gadgets at a faster rate than years gone by.
"I think there's reasons to believe that the next cycle might be shorter in markets such as the UK," SCE UK MD Fergal Gara told Techradar speaking about the PS4 launch.
"It's probably a sign of the times and how much has changed in seven years, but I think the willingness and the appetite to pick up new technology fast has probably changed quite a bit."
Gara's comments come a day after EA exec Patrick Soderlund suggested that new consoles could arrive in 5-6 years' time - somewhat sooner than the 7-8 year cycle of the Xbox 360 and PlayStation 3.
PlayStation 4 launched across the UK at midnight last night, with stock thought to be available at stores around the country.