We aren't considering competing on price in tablets. So says Sony VP Kunimasa Suzuki.
And to give the man credit, he's true to his word. On the same day Amazon was launching an 8.9in dual-core HD-supporting tablet for £199, Sony's own Xperia Tablet S officially went on sale – with prices starting at £329.
Sony's UK site is listing three variants of the Xperia Tablet S as in stock: first comes the 16GB Wi-Fi only model for £329, then there's the mid-range 32GB Wi-Fi option for £379, and finally the 3G-enabled 16GB Xperia Tablet S for £429. Apparently you can't have both 3G and 32GB.
Now we're not claiming the Kindle Fire or Google Nexus 7 are better devices. The Xperia Tablet S has a bigger display (10.1in) and a host of media-friendly extras you won't find on cheaper tablets.
But it's not twice as good as its smaller rivals from Google and Apple, and going head-to-head on price with the iPad hasn't worked out too well for other tablets in the past.
Perhaps Suzuki should have said: “we aren't considering competing on sales in tablets...