Sony CEO Howard Stringer has brushed off Activision’s threat to stop supporting PlayStation consoles unless the platform holder adjusts its hardware pricing strategy.

“They have to cut the [PS3's] price, because if they don't, the attach rates are likely to slow,” Activision CEO Bobby Kotick said  in June. “When we look at 2010 and 2011, we might want to consider if we support the console — and the PSP too.”

Speaking at the Allen & Co conference in Idaho on Tuesday, Stringer responded by saying that it would be illogical to cut the price of PS3 at the present time, reports Reuters.

“I (would) lose money on every PlayStation I make -- how's that for logic," he said. "He likes to make a lot of noise," Stringer added of Kotick. "He's putting pressure on me and I'm putting pressure on him. That's the nature of business."

Numerous analysts have predicted that a PS3 price cut announcement will be made in the coming months. Sterne Agee’s Arvind Bhatia said recently that “industry sources indicate Sony is planning a $100 price cut on the PS3 in mid-August, just prior the launch of Madden,” while Lazard’s Colin Sebastian noted that Sony’s PS3 sales outlook “supports expectations for a PS3 price reduction this year, likely at some point between the E3 industry conference in June and the end of the summer.”