On August 20 — just hours before the tech world dialed into the Made by Google Pixel 10 launch — Sony announced that it's raising the recommended prices for PS5 consoles by $50 for U.S. retailers. The new prices will likely take effect starting Thursday, August 21, though retailers may implement the new prices at different times.

Sony held out longer than Microsoft and Nintendo, but it too is increasing the prices of PlayStation consoles in the US starting on August 21. The standard PS5 (the one with with a disc drive) will now run you $550,

Xbox and Nintendo also announced price increases for their respective consoles this year, with PlayStation's price increase starting Aug. 1.