"The most important thing we need to make sure we do, at least initially, is that we all agree and understand that the PS4 is a great video game console that appeals to video gamers," Hirai said at the D11 conference this week, according to AllThingsD's Ina Fried. "If we miss that part, then I don't think we get the initial establishment of the console."
The PS4, set to come out this fall, will have non-game applications, Hirai added. But the company won't highlight those at launch, Hirai said.
He also noted a change in Sony's retail efforts, including the addition of smaller-format stores and kiosks, according to Fried.
On the mobile front, Hirai said that while Sony has been successful in rebuilding its phone business around the globe, its US efforts remain a work in progress. And to a question about when higher-resolution 4K television will take off, Hirai said it will be a while.
"It will take time, just like HD didn't happen overnight," he noted, according to Fried, saying it was the work of content producers, device makers and others. "That's exactly what happened with colour television."