Sony marketing boss doesn't see the the newly announced harming of their own handheld, on the contrary, the exec believes the new device can drive interest in their own machine.

"Apple's entrance into the portable gaming space has been a net positive for Sony. When people want a deeper, richer console, they start playing on a PSP," Koller offers.

Sales of the PSP have indeed rocketed since the launched, so perhaps Koller is on the money.

The executive's stance is a lot more positive than Nintendo's commentary on the device, president describing the system as nothing more than a "big iPod Touch".

By Luke Guttridge