Reeves told Reuters that the delayed PS3 launch is "rather like taking a bottle of soda water and we've shaken it so hard over the last six months that when we take the cork off, it's just going to explode."
Although disappointing to the consumers, Reeves believes it has been really "beneficial" for Sony, noting, "We're going to get it right."
Unlike the recent Wii launch and Xbox 360 launch of 2005, Sony intends to have plenty of stock for launch, enabling people to walk into a store and pick up a PS3.
"We don't want secret shoppers to go in there and say, 'Ah, it's not out of stock, therefore it's not selling,'" said Reeves. "Indeed, what we're trying to say is we want to make it available to the normal shopper who goes in there and says, 'Do you have PlayStation 3?', and they will say, 'Yes.' And the same for the software."
The PlayStation 3 will go on sale from March 23, with the UK launch taking place at Virgin Megastores Oxford Street.