The Challenge of Selling the PS5 Pro

The recent leak of technical documents about the PS5 Pro, codenamed Trinity, has provided insight into Sony's hardware plans. The console is expected to launch in time for holiday 2024, earlier than anticipated, and will primarily feature a GPU specification bump. This launch timing puts the PS5 Pro in direct competition with Microsoft's Xbox Series X spec bump and redesign. However, the absence of a significant display technology change or a major game to justify the upgrade, such as GTA 6, which is expected to launch later, makes the PS5 Pro's marketing pitch more complicated. The PS4 Pro was able to justify its existence by supporting 4K displays, but the PS5 Pro will need to find another way to convince consumers of its value. The risk is that the Pro may not impress consumers in a noticeable way, which could lead to a narrative of disappointment around the device. Sony's messaging and marketing strategy will be crucial in positioning the PS5 Pro as a desirable upgrade, and the company may need to rely on other factors, such as a bold industrial design, to make the console stand out.