The original PlayStation console, otherwise called the PS1, came out in Japan in late 1994. So we are quickly coming up on the console’s 30th birthday. To commemorate the occasion, Sony just revealed nostalgia-tinged redesigns of both the PS5 and the forthcoming PS5 Pro. They look like the original PlayStation, with that classic gray colorway and the old-school logo. Gamers of a certain age will have a hard time resisting these things. Sony did something similar in 2014 with the PS4 for the console line’s 20th anniversary.

This isn’t a quick and dirty redesign. There was legitimate thought put into this. The updated DualSense controller doesn’t quite match the original design, but does mesh with the overall aesthetic. Sony’s throwing in a retro-looking cable connector housing, PlayStation-shaped cable ties and a themed vertical stand. The box even looks like it came from a Toys “R” Us in the 1990s.

There are two bundles to choose from. The PS5 bundle ships with the digital version of the console (so no disc drive,) a standard DualSense controller, the aforementioned accessories and additional goodies like a sticker, a poster and, uh, a PlayStation paperclip.

The PS5 Pro bundle includes everything mentioned above, but includes both a standard controller and the DualSense Edge. It also includes a retro cover for the optional disc drive and the charging stand. It’s easy to dunk on that costly PS5 Pro when it looks basically the same as a regular PS5. It’s much harder to do when it looks like it stepped out of a 1995 fever dream.

Even the bizarre pseudo-portable PlayStation Portal is getting a themed refresh, which features the iconic gray exterior. Sony fans can even pick up redesigned controllers without springing for an entire console.

Preorders start on September 26 at participating retailers and via the company itself. These items will be released on November 21. That’s just a couple of weeks after the PS5 Pro launches. To that end, Sony’s only making 12,300 of the PS5 Pro retro consoles, so we recommend getting that preorder in early. The company hasn’t released pricing information, unfortunately, and it’s likely that the PS5 Pro bundle will absolutely obliterate bank accounts. We reached out to ask about pricing and will update this post when we hear back.

While we wait for the pre-orders to start, Senior reporter Jessica Conditt got a brief glimpse of the 30th anniversary edition PS5 Pro and DualSense controllers, which you can see below:

Update, September 20 2024, 2:00PM ET: This story has been updated with photos of the 30th-anniversary PlayStation 5 Pro console and its controller.

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Installation

Performance

It didn’t really occur to me until now, but Apple has been selling AirPods with the same design as the original launch, back in December 2016, continuously for the eight years since then.

When AirPods 2nd Gen came out, they upgraded the internals and sound, as well as added new features, but they kept essentially the same exact design for the buds and case.

Supremacy
Parmy Olson (Macmillan Business (UK); St Martin’s Press (US))

For most people, ChatGPT appeared to materalise out of thin air. Within weeks of OpenAI’s quiet launch of the AI chatbot, it had become the fastest-growing app of all time and, almost two years later, it is nearly as well known as Google or Facebook. In the meantime, companies worldwide have gone gaga for the technology, with little time to pause to consider the wider societal consequences. So how did we get here and who was responsible?…

In November 2022, Meta cut 11,000 jobs (about 13% of its staff) in the biggest tech layoff of 2022. It wasn’t just Meta, many other tech industry giants made cuts and “right-sized” amidst uncertain economic conditions.

This means that many skilled immigrants were forced to quickly find a new job or leave the countries they were employed in. Considering the emerging tech and start-up scene in Southeast Asia (SEA), the region might appeal to many of these young, innovative, and determined individuals.

Let’s not forget that for some, it could be the perfect reason to go “home” – wherever it may be. 

What does this mean for SEA? How might its tech industry develop and how could its societies change? What would it mean for (non-tech industry) brands?

Let’s explore some possibilities.

SEA is going through a period of digitalisation

We’ve seen various unicorns – Bukalapak (Indonesia), Grab (Malaysia), Lazada (Singapore), etc – emerge from the region in the past decade, and we don’t expect it to end there. In many ways, SEA is still “playing catch up” with the modern world.

There remain many challenges to be solved throughout the region – in healthcare, education, banking, entertainment, and so on – and solutions often bring about new challenges (or opportunities).

While tech skills are growing among locals, there’s arguably still a lack of practical experience. SEA companies will be on the lookout for skilled individuals who have experienced failure and success – to help them avoid missteps, mentor local talent, and inspire new ideas for the future.

To attract these individuals, certain SEA nations – Thailand, Malaysia, and Indonesia – have started offering “digital nomad visas” to attract skilled foreign talent and other high-net-worth individuals.

To clarify, SEA’s tech ecosystem was not immune to layoffs in 2022 and in the current economic environment, funding appears constricted. However, experts continue to project economic growth in the region, even if it seems a little slow right now.

One reason for this is that, in our ageing world, the World Economic Forum predicts that Gen Zs and Millennials will make up 75% of ASEAN consumers by 2030. This is a change-driving demographic so expect many to start their own tech- and purpose-led businesses. 

So beyond e-commerce, Fin-tech, Edu-tech, and digital entertainment, expect to also see investments in Agri-tech, Food-tech, Health-tech, Green-tech, SaaS (Software as a Service), EV, Automation, etc. 

Will SEA consumers welcome these tech-led changes?

Depending on one’s perspective, tech can be viewed as a force for good or one for evil. It’s been called the great isolator but also the great connector. It has “stolen” jobs but created new ones. It has given us the power of anonymity but also a path to fame.

It won’t just be technically skilled individuals (eg engineers, programmers, designers) in high demand, but those with keen human understanding as well.   

With many new tech innovations, adoption is part of the product itself. Social media platforms cannot exist without users, and solutions are meaningless without the need (eg e-grocery).

How well a company or start-up understands the market, the community, their potential audience, and its needs are key to its success or failure – along with an offering that is convenient, safe, and pleasing to use. This means there will be immense opportunities for collaboration (eg between local and foreign talent or companies), but also heightened user expectations to meet.

What will this mean for brands in SEA that do not operate in the tech space?

Even if a brand does not directly operate in tech, it’s undeniable that they have to understand how to operate in a digital world. Tech is not limited to software, platforms, data, or devices. Technology drives innovation at all levels and changes how consumers interact with the world.

Advancements in technology (eg cell-cultured protein) will change how consumers think about the sustainability of their food, will change the approach taken in the agriculture industry, will change the food industry, will change the healthcare industry, and so on and so forth.

The proliferation of local start-ups will make collaboration between tech and non-tech brands easier. 

Hence, established brands should prepare themselves for the wave of anti-brand brands which promise – through technological innovation  – ways to improve the lives of consumers while saving them money. Similar to how start-ups like Airbnb, WhatsApp, and Groupon emerged in 2008 amidst the Great Recession of 2007-09.

These start-ups will be worthy, agile challengers that quickly respond to the latest technologies and changes in consumer behaviour.

Across all industries, brands will be the disruptor or be disrupted

But let’s bring it back to skilled individuals that may soon find themselves in SEA. Commanding relatively higher salaries, these consumers will likely have more disposable income than the majority of locals. Expect neighborhoods surrounding tech hubs to gentrify as they seek artisanal luxuries, spaces for leisure and community, and various other ways to improve their quality of life.

They will potentially bring about new opportunities for local and international brands, accelerate tech ecosystems, and hopefully benefit local communities.

Southeast Asia’s tech and start-up scene could dramatically change in the next five years, and influenced by their surroundings (ie changemakers and trendsetters), so could Southeast Asian consumers.