JULY 7, 2007 • After a slew of rumors regarding an impending price reduction, Circuit City stores begin selling the 60GB PlayStation 3 for $499 early after print circular advertised the console at that price effective July 15. On July 8, Sony Computer Entertainment of America officially announces the new $499 price point, plus the arrival of the $599 80GB Korean model in the U.S. in August.

Impact: It’s obvious that SCEA gave its direct retail customers plenty of time to prepare for advertising the new $499 PS3 price, meaning the decision was well thought out, not rushed. In most circumstances it is difficult for national retailers to keep a complete lock down to prevent every store from breaking date, or keep the Post Office from delivering circulars early in some areas. On the plus side, the early announcement and sales did allow Sony to grab the spotlight entering the E3 news cycle.