Back in 2013, Sony unveiled the PlayStation 4. In some ways it was a surprise as no one had really expected Sony to make an announcement that early. Even more odd was the fact that for a long time, no one really knew what the PlayStation 4 console had looked like. There were some who speculated that Sony could still be working on the design and as it turns out, they were right.
Speaking to IGN, Sony’s Andrew House revealed, “This is one where I think honestly we were a little caught off guard and wrong-footed. If you look back at our history of previous reveals, we generally always went with explaining what the concept would be, articulating what package the overall consumer experience was going to be and then later revealing the hardware. So this felt very natural and normal to us.”
He also went on to state that because the original design of the PlayStation 4 was still not what he had expected, which is why he had to send the designers back to the drawing board. This process was dragged out even further when the choices were narrowed down to five, and then two, after which House had asked for mockups to be made. He then kept the two mockups in his office for a week, asking Sony employees to pick one, which ultimately resulted in the design we know and possibly love today.
He later says, “My benchmark at the end of the day was knowing I was going to get up there at E3 and have to do this. What would I be proudest holding?”