Just when we thought we had the biggest E3 of all time to look forward to, Sony has now moved to deny rumours of a possible demonstration of PlayStation 4 tech at this years show.
Kaz Hirai said to the Wall Street Journal yesterday 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."
This statement comes hot on the heels of Andrew House telling CVG that: "I don't think we're contemplating talking about anything to do with future console iterations at this point."
It initially looked as though this years E3 was going to provide a public showdown between the three major console platform holders. Microsoft are believed to be getting ready to show off the newest Xbox at the event, and Nintendo are expected to announce release dates for the Wii U.
With Sony quickly moving to deny these rumours, it looks like this years E3 will be all about Microsoft and the new Xbox (and the Wii U). Sony will be hoping that this head start doesn't result in a similar situation to the one they've found themselves in during this current cycle, with them having to constantly play catchup in a market they once dominated.