FX - Strong AUD$ expected to drop with the end of the commodities boom
I take on board the "foreigner's pay more because they will" arguments, but I'd also consider FX rates.
The Aussie dollar has been riding high off the back of the commodities boom, only now falling away over the past few months, and is widely expected [weasel words; citation needed] to continue to drop as the commodities boom drops off too.
Have a look at 10Y FX rates to see how much of a high it's been on
Sony are going to be selling this console for a year or three before there's a hardware refresh ("PS/4 slim") and/or price drop. Increasing the price of a console during its lifetime is seen as a big no-no, so my guess is they're planning not for today's exchange rates, but with an eye to FX rates for the end of 2014 at the very earliest.
Now you're more than welcome to look at forward rates and the like, but I think it's a little mis-leading to price something that won't be on sale for another 6 months on today's rates when it's then got to sell for at that price for another year or two.
Sure they can take out forward rates and hedge against it, but if they priced it at parity today, and the 12 months from now the AUD plummets and the Australian PS/4 (& xbox etc) starts to look cheap, you know that the grey import market *into* the UK/US would start to take off...