Rumours have been swirling thick that both Microsoft and Sony would be debuting their next-generation hardware at E3 this year, taking the wind out of Nintendo’s Wii-U powered sails. According to Sony, that’s just not happening.

Both Sony Computer Entertainment and parent Sony Corp. have come out in strong denial of the rumours – so you can rein in your enthusiasm and put off getting that second job. For now.

Speaking to CVG,  Sony Computer Entertainment’s Andrew House put paid to the rumours.

"I don’t think we’re contemplating talking about anything to do with future console iterations at this point,” he said."But one thing I always point to is that, somewhat in contrast to our major competitors, we have, particularly with PS2, managed the length of the lifecycle and ensured its profitability for our publishing partners for a much longer lifecycle than has been true of the competition.

Sony’s Kaz Hirai, speaking to Wall Street Journal  reiterated House’s stance.

"Andy (House) is absolutely right in that we are not making any announcements at E3. I’ve always said a 10-year life cycle for PS3, and there is no reason to go away from that."

Sony’s invested in the PS3 for the long haul – So no PS4 at E3, which is…disappointing. Still, there’s always Gamescom and TGS right? It makes sense from a business perspective. Sony’s just launched their next-generation handheld, the PlayStation Vita, and is intent on pushing that as much as possible. Announcing new hardware now would just dilute the excitement gamers have for the handheld. The problem is, with Microsoft apparently ready to fire out their next console, Sony could be stuck in the same situation we’ve had with the PS3 – slow momentum and an uphill battle against the general American’s console of choice.

Mock-up courtesy of Joseph Dumary.