Sony's Michael Ephraim talks about the cost of the competitor's machines...

Sony Australia's Michael Ephraim has said that the Wii will probably be too expensive, even though it is a 'family oriented' console. "For this Christmas, I think that price point is still not family entertainment because AUD $500 is a lot to fork out, but we welcome the Nintendo heritage of gaming where they can appeal to a broader audience because long-term that is critical for the industry."

The Xbox 360 too is "pricy", though he didn't comment on how it would compare to the more expensive Playstation 3 when it launches for a higher price.