Sony has finally unveiled the design for its upcoming PS4 console. And it's really, really familiar.

Have you seen the Xbox One?

Well... that.


xbox4

Above: left, the PS4, right, the Xbox One. Or is it the other way around?


The Japanese electronics giant held off from showing the box design at the original PlayStation 4 announcement back in February, but allowed the console to finally take centre stage at E3 in LA.

Essentially a big, black rectangle, the PS4 is not a triumph of elegant design, resembling more a classic VHS machine or an Imperial Star Ship than the super-thin future console of our dreams.

But with its stark, dark tone, two-texture case and sharp angles, the other thing it resembles is the Xbox One.

We already knew the two consoles have similar internals, and now it's clear they're not too far away in design either.

In fact so far the narrative of E3 has been defined by the small differences - Sony's decision to go for region unlocked, offline and resale-friendly policies versus Microsoft's more ambitious, but fractious online check-in and digital rights management.

In reality the performance of both on the sales charts will be determined in the long run by games, quality and price (on which again Sony has taken an early lead). But let's not call this one yet - the console wars are only just beginning.

Loading Slideshow...
  • A controller for the new PlayStation 4 is on display at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • PS4_11

  • PS4_07

  • PS4_10

  • PS4_06

  • PS4_12

  • PS4_04

  • PS4_05

  • PS4_09

  • PS4_08

  • PS4_02

  • ps4_03

  • PS4_01

  • US-E3-SONY-PLAYSTATION-PRESS CONFERENCE

    Sony CEO Andrew House unveils the new PlayStation 4 at the Sony E3 2013 press conference in Los Angeles, California June 10, 2013. House said that the new PlayStation 4 will cost USD $399 and it will be available in time for the 2013 holiday season. AFP PHOTO / ROBYN BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)

  • Leading Video Game Companies Hold News Conferences To Open E3

    LOS ANGELES, CA - JUNE 10: Andrew House, President and Group CEO Sony Computer Entertainment Inc., holds up a Playstation 4 at the Sony Playstation E3 2013 press conference June 10, 2013 in Los Angeles, California. Thousands are expected to attend the annual three-day convention to see the latest games and announcements from the gaming industry.(Photo by Eric Thayer/Getty Images)

  • Andrew House

    Sony Computer Entertainment president and CEO Andrew House introduces the new PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • Andrew House

    Sony Computer Entertainment president and CEO Andrew House introduces the new PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • Andrew House

    Sony Computer Entertainment president and CEO Andrew House introduces the new PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • A gamer holds a controller for the new PlayStation 4 is on display at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • A gamer plays a video game on the PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • Attendees watch gamers play video games on the PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • A gamer plays a video game at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong)

  • Andrew House

    IMAGE DISTRIBUTED FOR SCEA - Adam Boyes, Vice President of Developer and Publisher Relations of Sony Computer Entertainment America, said a stellar lineup of games from independent developers and key publishing partners will launch on PlayStation 4 at the PlayStation E3 Press Conference on Monday June 10, 2013 in Los Angeles. (Photo by Jordan Strauss/Invision for SCEA/AP Images)

  • Michael Lynton

    IMAGE DISTRIBUTED FOR SCEA - Michael Lynton, CEO of Sony Entertainment and CEO and Chairman of Sony Pictures Entertainment, announced that Sony Pictures will deliver new original programming and unique access to entertainment content on PlayStation 4 at the PlayStation E3 Press Conference on Monday June 10, 2013 in Los Angeles. (Photo by Jordan Strauss/Invision for SCEA/AP Images)

Loading Slideshow...
  • US-E3-MICROSOFT-XBOX-BRIEFING

    The Crytek game 'Ryse: Son of Rome' which will be released exclusively for XBox One is seen at the Microsoft Xbox E3 2013 Media Briefing in Los Angeles on June 10, 2013. The press conference precedes the Electronic Entertainment Expo (E3) which takes place in Los Angeles June 11-13. AFP PHOTO / ROBYN BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)

  • Leading Video Game Companies Hold News Conferences To Open E3

    LOS ANGELES, CA - JUNE 10: Dan Greenawalt, developer of the video game Forza Motorsport, standing next to a McLaren sports car speak after unveiling Forza Motorsport 5 video game for Xbox during Microsoft Xbox news conference with a at the Electronic Entertainment Expo at the Galen Center on June 10, 2013 in Los Angeles, California. Thousands are expected to attend the annual three-day convention to see the latest games and announcements from the gaming industry. (Photo by Kevork Djansezian/Getty Images)

  • Attendees watch a presentation on video game Battlefield 4 at the Microsoft Xbox E3 media briefing in Los Angeles, Monday, June 10, 2013. Microsoft focused on how cloud computing will make games for its next-generation Xbox One console more immersive during its Monday presentation at the Electronic Entertainment Expo. Microsoft announced last week that the console must be connected to the Internet every 24 hours to operate, and the system would ideally always be online. (AP Photo/Jae C. Hong)

  • Phil Spencer

    Phil Spencer of Microsoft Game Studios speaks at the Microsoft Xbox E3 media briefing in Los Angeles, Monday, June 10, 2013. Microsoft focused on how cloud computing will make games for its next-generation Xbox One console more immersive during its Monday presentation at the Electronic Entertainment Expo. Microsoft announced last week that the console must be connected to the Internet every 24 hours to operate, and the system would ideally always be online. (AP Photo/Jae C. Hong)

  • A McLaren P1 is showcased during a presentation on the Forza Motorsport 5 video game at the Microsoft Xbox E3 media briefing in Los Angeles, Monday, June 10, 2013. Microsoft focused on how cloud computing will make games for its next-generation Xbox One console more immersive during its Monday presentation at the Electronic Entertainment Expo. Microsoft announced last week that the console must be connected to the Internet every 24 hours to operate, and the system would ideally always be online. (AP Photo/Jae C. Hong)

  • Attendees watch a presentation on the Dead Rising 3 video game at the Microsoft Xbox E3 media briefing in Los Angeles, Monday, June 10, 2013. Microsoft focused on how cloud computing will make games for its next-generation Xbox One console more immersive during its Monday presentation at the Electronic Entertainment Expo. Microsoft announced last week that the console must be connected to the Internet every 24 hours to operate, and the system would ideally always be online. (AP Photo/Jae C. Hong)

  • Killer Instinct

  • Ryse: Son of Rome

  • This product image released by Microsoft shows the new Xbox One entertainment console that will go on sale later this year. Microsoft is seeking to stay ahead of rivals in announcing that new content that can be downloaded for the popular "Call of Duty" game will launch first on Xbox One. Microsoft says more games will be shown at next month's E3 video game conference in Los Angeles. (AP Photo/Microsoft)

  • Microsoft Corp.'s next-generation Xbox One entertainment and gaming console system is shown on stage Tuesday, May 21, 2013, at an event in Redmond, Wash. It's been eight years since the launch of the Xbox 360. The original Xbox debuted in 2001, and its high-definition successor premiered in 2005. (AP Photo/Ted S. Warren)

  • A controller for Microsoft Corp.'s Xbox One entertainment and gaming console system is on display after its unveiling Tuesday, May 21, 2013, at an event in Redmond, Wash. The Xbox One, a next-generation entertainment console that promises to be the one system households will need for games, television, movies and other entertainment, will go on sale later this year. (AP Photo/Ted S. Warren)

  • This Tuesday, May 21, 2013 photo shows a rear view of Microsoft Corp.'s next-generation Xbox One entertainment and gaming console, on display at an event in Redmond, Wash. The Xbox One, a next-generation entertainment console that promises to be the one system households will need for games, television, movies and other entertainment, will go on sale later this year. (AP Photo/Ted S. Warren)

  • XBOX One

    The Kinect motion-sensing device for Microsoft Corp.'s Xbox One entertainment and gaming console system is on display Tuesday, May 21, 2013, at an event in Redmond, Wash. The Xbox One, a next-generation entertainment console that promises to be the one system households will need for games, television, movies and other entertainment, will go on sale later this year. (AP Photo/Ted S. Warren)

  • The new controller for Microsoft's next-generation Xbox One entertainment and gaming console system is shown front and center with older-generation controllers behind it, Tuesday, May 21, 2013, in Redmond, Wash. (AP Photo/Ted S. Warren)

  • Xbox One

  • Xbox One

  • Xbox One

  • Xbox One

  • Xbox One

  • Xbox One

  • Xbox One

  • Xbox One

  • Xbox One