Sony has announced that it is contemplating price increases due to the significant impact of tariffs on its operations. In its financial report for the fiscal year ending March 2025, and during a subsequent Q&A session with investors, Sony's executives delved into the effects of the tariffs introduced by the Trump administration.
Chief Financial Officer Lin Tao revealed that the tariffs could cost Sony up to 100 billion yen (approximately $685 million), assuming the current tariffs remain in place. Given Sony's extensive involvement in hardware manufacturing, including the production of video game consoles like the PlayStation 5, these tariffs pose a substantial challenge.
Tao hinted that Sony might pass some of these costs onto consumers by raising the prices of its hardware, which could affect the PS5. He stated, "In terms of the tariff, we are not just simply calculating the simple tariff to come up with 100 billion yen, but thinking about the currently available information, and also looking at the market trend, we may pass on to the price, and also shipment allocation. So we are taking different measures in managing to come up to the 100 billion yen impact."
Sony's CEO, Hiroki Totoki, specifically addressed the PlayStation, suggesting that manufacturing consoles in the U.S. could be a strategy to circumvent the tariffs. He remarked, "These hardware of course can be produced locally. I think that would be an efficient strategy. But PS5 is being manufactured in many areas. Whether it’s going to be manufactured in the U.S. or not, it needs to be considered going forward. We are not in such a critical situation."
Sony's Hiroki Totoki is considering producing the PS5 in the United States due to the Tarrifs. "It needs to be considered going forward" pic.twitter.com/c1cEQIwXA4
— Destin (@DestinLegarie) May 14, 2025
Analysts have shared with IGN their expectations that Sony might follow the lead of Nintendo and Microsoft by increasing game prices to $80. There is also speculation that the PS5 family of consoles, particularly the PS5 Pro, could see a price hike. This anticipation has led some consumers to purchase the console preemptively.
Daniel Ahmad, director of research and insights at Niko Partners, noted that Sony has already raised console prices in certain regions but has been hesitant to do so in the U.S. due to its significant market size. He said, "Sony has raised the price of its console multiple times outside the U.S. There is a reluctance from both Sony and Microsoft to raise prices in the U.S. given the size and importance of the market when it comes to console sales. That being said, we would not be surprised to see Sony follow suit with price increases on the PS5 in the U.S."
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James McWhirter, a senior analyst at Omdia, highlighted the vulnerability of Sony's supply chain due to the PS5 being manufactured primarily in China. He explained, "PS5 hardware is predominantly manufactured in China, exposing Sony's supply chain to greater risk from tariffs originating from the U.S. Yet what we consistently observe in the console market is that up to half of consoles are typically sold during Q4, the final quarter of the year. This bought both Microsoft and Sony more time to rely on existing inventories. In 2019, consoles were granted an exemption from tariffs on goods from China, but this ruling did not come into effect until August."
McWhirter added, "With Microsoft having blinked first with price readjustments this week, it now opens the door for Sony to follow with PS5. This is going to be a particularly tough decision in the U.S., the world's largest console market, which has historically been spared — save for PS5 Digital rising by $50 in late 2023."
