Sony on Brazil's $1,850 PlayStation 4 Price

Sony responds to the news that the PlayStation 4 will cost the equivalent of $1,850 dollars in Brazil, saying that the high price is "not good for the PlayStation brand."

Sony's Latin America general manager Mark Stanley said "we have read thousands of your comments and heard your frustration loud and clear."

"We want to emphasize that it isn't in the interest of Sony Computer Entertainment America to sell PS4 units at this high retail price, as it’s not good for our gamers and it’s not good for the PlayStation brand," he added.

Stanley explained that 63 percent of the R$3,999  are going to import taxes.

"There is a lot of confusion and inaccurate information spreading online about Brazil’s import tax policies online and the PlayStation 4 retail price, so we’d like to set the record straight: of the R$3,999 gamers pay, 63 percent of the retail price goes to offset the various taxes that are applied in the process of importation. Some do not consider the IPI on the distributor price and PIS/COFINS on retailers price and much less, include the ICMS and ICMS-ST taxes. The other 15.5 percent goes to retailer margin and 21.5 percent to PS4 Transfer Price (equivalent to USD$390)."

"We are doing everything possible at this moment to reduce the PS4 price for you," Stanley concluded. "We are in this together!"