Just a short time ago, Amazon unleashed its newest generation of kindle e-readers, which promise a better performance and sell for only $139. When looking at this price point, one would expect competitors to also tweak their pricing schemes. Sony, however, does not seem to think such a move is worthwhile, deciding, instead, to keep what it sees as a successful formula of functionality and design. All in all, Sony does not seem poised to engage in a price was with Amazon any time soon.

“Pricing is one consideration in the dedicated reading device marketplace, but Sony won’t sacrifice the quality and design we’re bringing book lovers to lay claim to the cheapest eReader," said Phil Lubell, Sony Electronics' vice president of digital reading. "Our global customers expect to get the best digital book reading experience and we’re concentrated on delivering that by investing in Sony’s award-winning design and original digital reading enhancements, such as eBook library borrowing and the only full touch-screen on the market.”

The first so-called mini price-war on the e-book reader market occurred last month, when Barnes and Noble cut the cost of the Nook, the broadband versions, to $199. It also released a $149 device with just WiFi. Sony's products, however, are quite a bit more expensive. The Daily Edition, with a 7-inch touchscreen, sells for $250, while a less wide Touch Edition and the even smaller Pocket Edition are priced at $170 and $150, respectively. A Sony spokesperson even told Forbes that the company has "nothing to announce at this time regarding a price move."

All in all, at least for now, Sony's e-readers don't look like they are getting any cheaper. On the other hand, industry observers supposedly believe that all e-readers, even those from established brands, will soon drop to under $100. Regardless, the only way to find out is by waiting and seeing.