As if you didn't see this one coming.
The price for the two PlayStation Vita models was revealed during Sony's E3 press conference, and most agree that both price tags are at least somewhat reasonable. However, considering the technology involved and Sony's history with the PlayStation brand, it should come as no surprise to learn that Sony will initially sell the Vita at a loss. In a Japanese interview with Reuters , Sony boss Kaz Hirai said the company expects to make a profit on the new piece of hardware "within three years." He also hopes it'll be more popular than the PSP in the long run; to date, Sony's current portable has shipped 70 million units worldwide. And by the way, although it was reported that the Vita will be available "this year," that still only applies to Japan.
That doesn't mean North America won't get it this year; it just means the launch in other territories might be in early 2012. As for the rest of it…of course they'll sell it at a loss to start with. They always do that.