Jim Ryan, the recently appointed president and CEO Sony Computer Entertainment Europe, has said allowing Microsoft to get the jump on the PlayStation 4 with its next console would be an "undesirable" situation Sony hopes to avoid.
Xbox 360 launched a full year before PS3, a factor many feel has greatly contributed to the success of Microsoft's console.
Speaking to Eurogamer, Ryan said he thinks the company "would consider it undesirable to be significantly later than the competition", although he said "there's still a lot of unfinished business on PS3".
"If you look at PlayStation 2, now in excess of 150m units installed globally, a huge majority of that was done at price points of £120 or lower. We've only just hit £199 in the UK, so clearly there's a considerable untapped part of the market there," Ryan said.
Sources have told Edge that the next generation is set to kick off next year, with Microsoft's new console looking set to be the first out of the door.