Kaz Hirai has confirmed the rumored PlayStation 4 will not be showing up at E3 this year, instead the original plan for the PlayStation 3 to be on the market for 10 years will continue.

Hirai quashed all rumors and speculation at a roundtable discussion yesterday at the Consumer Electronics Show, reaffirming the company’s earlier insistance that they will not be showcasing a new console this year.

“Andy (House) is absolutely right in that we are not making any announcements at E3. I’ve always said a 10-year life cycle for PS3, and there is no reason to go away from that.” he said.

This would appear to mean that the next PlayStation will be announced sometime in 2015 despite Nintendo gearing up to release a brand new console, the Wii U by the end of this year.