Sony Computer Entertainment UK president Fergal Gara has hinted in an interview with TechRadar that the PlayStation 4 may have a shorter life cycle than its predecessor.
The PS4 is set to be released at midnight tonight in Europe; seven years after the PS3's debut and six-and-a-half years following the European launch of the console.
Gara said people now expect new technology to be released more frequently:
"I think there's reason to believe that the next cycle might be shorter in markets such as the UK.
"It's probably a sign of the times and how much has changed in seven years, but I think the willingness and the appetite to pick up new technology fast has probably changed quite a bit."
His remarks follow those of EA executive Patrick Soderlund who predicted that the next generation of consoles will launch in five or six years.
Ubisoft has also said that it hopes for a shoter console generation with the PS4 and Xbox One. Microsoft has suggested that the Xbox One will last "conservatively a decade" but it seems Sony may have different plans.