Skip to main content

Xbox marketing chief Mike Nichols talks Xbox One X price, games, and more

The Xbox One X is an all-new 4K HDR console designed for enthusiasts. Whether you have a 4K TV or not, with Xbox One X you will see the benefits of enhanced visuals, improved loading times, and more solid frame rates and resolutions. If you have a 4K display, games will look crisper and more impressive than on any other console on the market today, according to Microsoft.

We caught up with the company's Chief Marketing Officer (CMO) for Xbox Mike Nichols to discuss Xbox One X's price, the first-party game lineup, and much more.

Windows Central Q&A with Xbox's Mike Nichols

Windows Central Senior Editor Jez Corden: So, for people who might not be familiar with you and your role at Xbox, could you give us a bit of background on what it is you do?

Mike Nichols: Sure! I have the pleasure of running the marketing team for Xbox. So, on a day like today, when we get a chance to show off all the goodies that our genius engineers are working on, it's a real treat. That's my job.

Let's talk about the "controversial" topic first: the Xbox One X's price. Plenty of commentators, including game analysts and press, have effectively said if Scorpio costs more than $399 it would be "dead on arrival." How do you respond to accusations that Xbox One X is too expensive?

Well, I think the first thing that people need to understand is that the Xbox One X is part of a family. We used the language last year very purposefully that Scorpio would be the newest member of the Xbox One X's family. We wanted to offer a set of choices for gamers. Ranging from, "Hey, here's a great way to get into the Xbox One ecosystem," all the way to a console that's so powerful that it sets a new bar for what console gaming can be. Of course, you can't have one price that scales across both of those objectives.

This is a new standard in console gaming quality.

So, you know, we feel really fantastic about the price for the Xbox One S as a great way to get into the ecosystem, and at the same time, frankly, I'm amazed that we were able to deliver the Xbox One X's specs that are consistent with a $1,200 to $1,500 PC if you'd built it yourself, for only $500. This is a new standard in console gaming quality. And it's at a price that is within the kind of range that has been used successfully in previous consoles.

So I think what we tried to do today was explain what it is that we're trying to get done, focusing on choice for gamers, and reiterate that it's like, "Hey, you can go from an Xbox One S to an Xbox One X, and you have great choice." All games and accessories work across both. If you want to get an Xbox One S today, as many people choose to do, then good news: should you decide to upgrade to an Xbox One X sometime later, all those games and accessories will not only work on it, they'll work better on it. We feel really good about the options we're giving gamers.

Since you guys placed some emphasis on the notion of preserving gaming history, with OG Xbox backward compatibility, do you think that we're no longer going to see generational gaps between consoles now? Is forwards and backward compatibility the norm?

Our goal is for Xbox is to allow gamers to play the great games of the past, present, and future. We've seen such a remarkable response to the backward compatibility program that we announced a couple of years ago: 508 million hours of gameplay on backward-compatibility titles. This does nothing but reinforce to us that it's a great direction to go in. It represents real value for gamers. It's something that we believe in. Phil Spencer has been a great champion of it, personally, and we've got an absolutely great engineering team that frankly has figured out ways around this that we didn't think was possible. They've managed to prioritize it and do it.

Xbox 360 games on Xbox One

Xbox 360 games on Xbox One (Image credit: Microsoft)

If you want to go and buy Halo 5, if you want to go and buy Gears of War 4, or any one of these new titles, the largest lineup of titles we've ever shared at E3 - we want you to know that your investment is safe for the future. Your investment is going to continue on and on. One of the things that we've shown with the Xbox One X is that future innovations of Xbox hardware won't just play old games, they'll play them better [with] faster load times, better resolution, more solid frame rates.

We want you to know that your investment is safe for the future. Your investment is going to continue on and on.

It's not unlike, in some respects, some other forms of digital entertainment. If you have some music, it might play great on lower-end audio hardware, but it'd play even nicer on a high-end audio system. We believe that a lot of the same characteristics should apply to games because these things are precious, they're timeless.

We've seen it, and our buddies at Nintendo saw it with the Classic NES and virtual console. The interest that people have in backward compatibility, even for playing games that are 25 years old, this is something we believe in. And we plan to continue to invest in this area.

Let's talk about the name briefly. Xbox One X was rumored as the name quite a while ago, why did you guys decide to go with this name specifically?

We chose the name, in a lot of respects, inspired by the original Xbox's internal phrase. I was just a customer back then, I went and bought an Xbox just like anybody else, but that phrase stuck with me and it stuck with the team. There were some people on the team that were proposing, "Hey, that line is so true of what we're delivering with Scorpio." Connecting that idea, "there's no power greater than X," along with the notion that we really want to communicate the notion that there's a family of consoles with compatibility between them.

We want you to know that when you go into store, and see a disc with Xbox One on it, that it will work on all of the devices. We needed it to be "Xbox One Something." Xbox One X really came out of that phrase: "There's no power greater than X."

Could we see SKUs with bigger hard drives, or multiple colors? There's that incredible Gears of War laser-cut Xbox One S version for example ...

So the plan that we're announcing now, the initial plan, is the launch with the black coloring that you saw today. We'll have some other news as we get closer and start taking preorders later in the year. Special versions and things like that, that we'll get to. We decided to keep it simple today, considering the tech specs we had to show and all the games we wanted to share. We just decided to spread some things out that we know people will be interested in, that goes in the area of special editions as well.

One of the things I noticed from the presser today was the lack of first-party [games]. You guys showed State of Decay 2, Sea of Thieves and Crackdown 3, but I didn't feel as though it was anything we haven't seen before. How do you respond to the idea that Microsoft isn't trying hard enough with its first-party lineup?

We've got some fantastic plans. 343i has fantastic plans for Halo, [and] The Coalition has fantastic plans for Gears of War.

We feel really good about this generation overall for our first-party games and exclusive titles. We sometimes forget about games like Sunset Overdrive, Ryse, and more obviously Halo 5, [and] Gears of War. We feel pretty proud about the lineup of exclusives that are playable on an Xbox One. This year in the show, we decided to really focus on two things. No. 1, mostly games that are shipping between this E3 and next E3. A lot of the games we showed today will be playable today at the show, so you can get more hands-on and come to your own conclusions. We're very proud of them. We think that they're going to show up great. Super Lucky's Tale, Cuphead, Tacoma, and so on, these are all games coming this year.

And to the other point, we wanted to emphasize that this hardware is going to make everything look better. We've got some fantastic plans. 343i has fantastic plans for Halo, [and] The Coalition has fantastic plans for Gears of War. We have plenty of things that we're still working on that we think people are going to be really pumped by. This year, we just really wanted to focus on the games shipping this year, and Scorpio.

Finally, what game coming to Xbox One X, are you most excited for?

Forza. Forza shows the Xbox One X off so well. It's so fantastic. I love auto racing, I love Forza. I think it's going to be amazing.

Forza Motorsport 7 is official, 4K60 on Xbox One X!

Big thanks to Mike Nichols

The Xbox One X is shaping up incredibly well with a vast library of "enhanced" 4K games, including The Witcher 3, plenty of launch exclusives such as PlayerUnknown's Battlegrounds, and showcase AAA games like Forza Motorsport 7, Shadow of War, and Anthem.

Will the Xbox One X help Microsoft make up lost ground with the PlayStation 4? It's too early to say, but I think it's clear Microsoft isn't too worried. The Xbox One X is a console for existing customers who want to upgrade their libraries to the best visuals possible and get the most out of their investments in 4K TVs. The Xbox One S will continue to be the gateway to the ecosystem, which Microsoft is expanding with OG Xbox backward compatibility, and a deluge of games, tons of free feature updates, and the proliferation of UWP (Universal Windows Platform) apps, extending the functionality of the console even further.

Keep it locked to Windows Central for all the latest and greatest emerging from E3 2017. And let us know your thoughts in the comments.

Jez Corden is a Senior Editor for Windows Central, focusing primarily on all things Xbox and gaming. Jez is known for breaking exclusive news and analysis as relates to the Microsoft ecosystem while being powered by caffeine. Follow on Twitter @JezCorden and listen to his Xbox Two podcast, all about, you guessed it, Xbox!

  • I'm so excited to get one in November. I'm happy with the price. All I need now is to get a 4k TV between now and then 😂
  • I've already warned my wife of the incoming gadgets. I love my 8 year old Samsung 50" plasma, but an Xbox One X coupled with a 65" OLED 4K ... I'll be set for another 5-10 years.
  • I recently saw a Samsung 55" 4k TV with HDR for $550 in Wal-Mart. They are getting considerably cheaper.
  • I already requested for father's day all presents in cash :D
  • The big question is will there be a verson with more then 1TB. 2Tb for a few more dollars would be fantastic.
  • Since they're saying "starting price" I'm sure there will be.
  • Pretty sure they'll release at least a 2TB version for probably around 550€ or 600€ (depending on them offering a 3TB version or not).
  • Anytime I've seen higher storage options, it's better for me to buy the lowest spaced one and add my own HDD. I would prefer getting a 500GB and adding a 2TB FireCuda drive myself
  • Completely agree, 1TB, 2TB or even 3TB isn't enough for me, my current setup is using 6TB. I love the ability to move my external from box to box when I need to.
  • Yep, this. Considering you will fill even a 3 TB eventually. It's better to spend that extra on an external that gives faster load times anyway. I am assuming this will still be the case for the X?
  • I have an 7TB of external HD connected to my Xbox One now. You can just plug that into the One X and start gaming.
  • ^THAT is what I'm looking forward to!!!!!!!!!!!
  • They should have announced the VR capability as well. It should be there. They could have announced it this time and launch it next year. A hype is always good;")
  • Agree, they should have said the machine is VR ready... Or maybe it is not? O.o
  • The only thing I remember from Microsoft's E3 presentations was $499. Hopefully, by the time Sony releases the PS5, Microsoft will be able to slash at least a $100 bucks off the price. 
  • So we can confidently say good bye to generational gaps.
  • Which really ******* sucks because im not trying to buy a new console every 3 years....that was one of the main tenants of just buy a PC if I wanted to upgrade that often
  • But the point is you don't have to upgrade that often if you don't want to. All new games will work just fine on the original Xbox One.  How is a new option a bad thing? 
  • Exactly.
  • For now, no, but I wonder what the console market will look like in 10 years. Its not so much as an extra option being a bad thing, it's more I worry about what will become the norm in the DLC, the online pass or season not a fan of this gouging practice becoming the norm...
  • @KillaRizzay, I anticipate (but don't know, of course) that Microsoft is planning to keep a high and low end model available for the foreseeable future, where games must always run on the lower end console, but can add more graphical detail on the higher end model. Perhaps in a few years, that means the One X will be the cheap, entry level system, and some new higher-end console will be the high end. At that time, there would be an explicit change for developers, where the new minimum console to run is the One X. But as Tom Westrick pointed out, there's no reason why that would have any effect on console lifespans or forced upgrade rates. In fact, it seems if anything it does the opposite, by making it easier for the developer to expand the sales of its game by still releasing the version for the older console, just with diminished graphic fidelity. This extends the useful life of the older console.
  • People complaining about the price just want things for unrealistically cheap prices, sure it would be amazing at $399, even better at $299 but this is the real world where pricing isnt based on fantasy. $499 is pretty cheap for a device capable of 4k@60fps, if you cant afford it, then wait 6/12 months for the price drop... all of the games released for it will also work on you One/One S
  • I can afford it and I still think 500€ for a 1TB console is too much. High capacity HDD drives are NOT expensive anymore. Specially since the market started to shift to SSD. So no. It is not about unrealistic pricing. It's about not offering actual value for the money you're spending on it. And to play 4K games, you WILL need a hell of a lot more disk space. At least until Microsoft stops installing even disc games on the hard drive and makes them run directly from the discs again.
  • If you're not already using an external hard drive you're doing it wrong it begin with. One thing is definitely for sure a 3TB version of this console would have cost as much as buying the 1TB version plus a 5-8TB external hard drive. If you already have an external hard drive all you have to do is pop this thing into you entertainment area, plug in your credentials, hook up the external hard drive, and you're already gaming.... Much faster than doing a transfer.
  • "If you're not already using an external hard drive you're doing it wrong it begin with" No, I'm not. The external hard drive barely makes any difference in loading times. It's immaterial in fact. What isn't is the clutter it causes on my media centre. So, if I can have the storage built into the console, using an external hard drive is just silly. And IF at least Microsoft made the console HDD user-upgradable as Sony makes, THEN one could say "OK, it comes with a miserable 1TB drive but I can upgrade it myself". Problem is, Microsoft doesn't do that. And so, yes, asking 500€ for just 1TB on a console that taunts itself about playing 4K games is a terrible deal.   "One thing is definitely for sure a 3TB version of this console would have cost as much as buying the 1TB version plus a 5-8TB external hard drive." No, it wouldn't. I don't think you know how bulk purchases work, but not only HDD's are cheaper than ever, when you buy them in the quantities Microsoft does to produce the consoles, they become even cheaper.
  • No, I'm not. The external hard drive barely makes any difference in loading times.
    No. That is ridiculous. External makes a massive difference to load times. Also, how many games do you "actively play"? I mean a 1tb hard drive will store a minimum of 10 games... Anytime you want to play a game that isn't already on the internal, pull the external out of a drawer and plug it in? Also - I have an external 4tb and a 120 SSD (SSD for my "game of the moment").. Load times on both are much better than the internal, but the SSD is just insane with the load times.  
    It's about not offering actual value for the money you're spending on it.
      Don't buy it...  If you honestly believe that the value isn't there to warrant a 500 price tag, you should not buy it. Instead, go buy the PC parts required to match the xbox one x specs and see how much it would cost you. You would be looking at $900 easy.   They are selling this console at a loss. Period. They always do with a new console. They try and recoup off of games. Selling it for $400 or less would have just been too big of a loss I guess. Look - I wish there was a larger hard drive in this thing.. but of all the specs and factors to worry about with a new console, the hard drive size is literally the least concerning because it is easily fixable without any tech knowledge whatsoever on your own, and for cheap. Anyone that says the hard drive size is a deal breaker on this console is a little crazy. People raged about 16gb iPhones, and that was prolly justified... cause there was no way to expand it. That problem does not exist here.   Also, speaking of iPhones/Apple... This thing costs $150 more than an Apple Home Pod lol lol lol
  • Well put
  • Interesting. 1TB of storage completely negates the rest of the device? Fortunately, since the One X is even smaller than the One S, that should free up some space in your entertainment centre to add an external drive. Or you can wait until they release a One X with a larger drive, which they will likely do, for a price.
  • Well said
  • Just wait. Sony is going to release the PS5 at $399 with two controllers. Whatever price Microsoft sets, Sony will always undercut it. 
  • hmm.. Its literally always been the oposit, but you could be right. either way, consumers win!
  • People complaining about price are BAGs...(Broke Ass Gamers)
  • "This year in the show, we decided to really focus on two things. No. 1, mostly games that are shipping between this E3 and next E3." This is how every E3 should be.  Only show games that are coming out before the next E3 or coming out by the end of the year.  Nothing is more fustrating than seeing something at E3 that won't come out for another 2-3 years or never because it gets canceled.  Keep up the good work Microsoft, can't wait to play these games on Xbox One X.
  • To be honest, I was disappointed with MS' e3 showing until I read this article and then your comment. The XBOX(Xbox One X) is a beast of a machine and a true manufacturing and engineering achievement. Though a majority of what MS showed are times exclusives, I'm just glad they delivered on their 4K promise. Yes Sony might win e3, but MS put on a spectacle in its own right.
  • Can't wait!
  • $499 is a great price, but it wouldn't cost $1200 to build a comparable pc.
  • To run 4k/60fps consistently? It would cost pretty damn close to $1200
  • 4k on low to medium. The question really becomes if you already have the PC should you buy this or say a 1080ti for around the same price? I personally would go with the GTX 1080ti, but I am a special case since I already own a HTC Vive and a GTX 1070. ^^;
  • I read somewhere this morning that Ark Survival (I've never played it, know nothing about it) was run at 4K on "epic" PC settings on an Xbox One X. They did say the frame rate was variable, but they didn't say the range.
  • Don't know why you are getting downvoted... Everyone keeps saying you could build a 4k/60 machine for around 700. lol That is BS.   CPU
    AMD - Ryzen 5 1500X 3.5GHz Quad-Core Processor
    $174.88 @ OutletPC Motherboard
    MSI - B350 TOMAHAWK ARCTIC ATX AM4 Motherboard
    $113.98 @ Newegg Memory
    Kingston - FURY 8GB (2 x 4GB) DDR4-2400 Memory
    $67.48 @ Amazon Storage
    Corsair - Force LS 120GB 2.5" Solid State Drive
    $64.99 @ Amazon Storage
    Western Digital - Caviar Blue 1TB 3.5" 7200RPM Internal Hard Drive
    $48.44 @ OutletPC Video Card
    ASUS - GeForce GTX 970 8GB Video Card
    $459.99 @ Newegg Case
    Corsair - 100R ATX Mid Tower Case
    $48.42 @ NCIX US Power Supply
    Corsair - CX-M 450W ATX Power Supply
    $49.99 @ Newegg Operating System
    Microsoft - Windows 10 Home OEM 64-bit
    $89.89 @ OutletPC  
    $1,069.62    Replace the GTX 1070 with a 1060TI 6gb ($269 @ B&H) and you are still looking at $878.63 total. And that option will not run 4k "really well". I would assume that the XBX is essentially running the equivalent of 4k on Medium/low settings if it were a PC game... 4k/medium still takes some good hardware to run at 60fps.
  • Also - You will still need to buy keyboard and mouse... or a Xbox One controller which adds $50.00 to the price.
  • Why are people downvoting me? Because this website is filled with a bunch of trolls and toxic morons. It needs a block function ASAP
  • Also, you need a UHD drive. That adds another $120.
  • You dont know how to build a rig. A comparable rig, spec wise, to the xbox one x can be built for $470. (actually this rig has more power than a XB1X) That price includes: AMD FX 4300, Nvidia GTX1060 6GB, 8GB ram, mobo, psu, case. Add in $150 more for Windows, mouse, keyboard, and a xbox controller.  And if you people think the XB1X is going to run 4k games without comprimises then you are going to be very dissapointed. There is not enough GPU or CPU horsepower to run a uncomprimised 4k experience.
  • Lol sucks i have been doing it wrong for the past decade.   Honestly I was basing the GPU strictly from the standpoint of matching the XBX TFLOP potential... The 1060 aint close... You would have to have a 1070 for that. As @JasonH81 pointed out, I also forgot the UHD BR drive. You could definitely pull back some on the CPU/mobo i listed above, but they aren't overkill or anything. I already pointed out that the XBX was going to run 4k with comprimises.. it is literally right there in my post. But if you think you can build a PC for $470 that outperforms the XBX, you definitely should go do it.. And open up a business doing it for others.
  • There is no way it's even relevant comparing a 'build your own' PC to the custom engineering that is the XB1 X where everything down the APU is specially tuned for gaming. Remember the AMD GPU contains DirectX12 instructions built into it for better performance, something you would never get with an off the shelf GPU. It's like apples to oranges. $499 for this system is a steal.
  • You also need things like Wi-Fi, Bluetooth, an IR blaster, a vapor cooler ... and you need to be able to cram all of that gear into a box that's something like 12" x 10" x 4" or whatever it is (it's even smaller than the One S) ... and it needs to look just as good. And it needs to be running the Xbox system, not full Windows, which means it needs to be completely controllable with an Xbox remote and be just as easy to use for anyone that happens to pick up that remote. If someone can do that for $500, make one for me and I'll buy it from you. Oh, also, I'll need a warranty equivalent to Microsoft's in case anything goes wrong, so I can return it and you'll send me a new one no questions asked. Ah, two more things, I also want an equivalent fancy box that the Xbox One X comes in and you have to ship it to me for no additional charge.
  • Im willing to bet my bottom dollar that only a handful of games will run at 4k/60 (and probably not consistently)
  • Because every Scorpio game must first be made for the one s. Do you all really think every single game that comes out now, is going to support the one x?? No. And do you think of those, every one of them will be optimized to the point of running at 4k/60? Come on, be realistic...thats just wishful thinking. Devs aren't going to make two versions of every game they ever make, otherwise ps4 pro would have more enhanced versions too and that's already been out almost a year
  • Spec to spec wise? Probably not (but it's not that distant adding everything you need). In-game performance wise? Absolutely yes
  • Thank you; MS really needs to push the fact that they're using custom GPU and CPU parts. They said that they can get over 2x the power out of certain DX12 calls on their HW vs standard Nvidia/AMD cards. 
    << Microsoft told Digital Foundry's Richard Leadbetter that Project Scorpio's DirectX 12 hardware implementation should cut CPU workloads by half on DirectX 12 games.
    "Roll call instructions on the CPU that would typically require thousands of instructions are now reduced to just 11," Leadbetter said in DF's exclusive Scorpio reveal. "State changes that are also heavy on CPU are now cut down to just 9. Microsoft tells me that this custom hardware automation should cut CPU workload by half on titles built on DirectX 12 renderers."
    >> -
  • It is totally worth $500. I'll be getting it for sure.
  • Considering what's inside of the box, that's a pretty good price. But I think it's going to turn a lot of people off. I'll definitely be picking one up this fall though. MS really needs to do something to differentiate it from the s model. Something that screams that this version is better than the other. Maybe put a big X on the top of the console. Or better yet an X with a Scorpion in the middle.
  • He totally dodged the first-party games question. By the way, apparently no one knows what a first-party game is:
    Q: lack of first-party [games]. You guys showed State of Decay 2, Sea of Thieves and Crackdown 3 A: We feel really good about this generation overall for our first-party games and exclusive titles. We sometimes forget about games like Sunset Overdrive, Ryse
    Only one of those games is first-party (Sea of Thieves). And Microsoft showed off only one new first-party game at E3 (Forza Motorsport 7, which didn't surprise anyone). I've been watching E3s for decades now, and I cannot remember a console OEM's presser ever showing off just one new first-party IP. Second-party≠ first-party (and even the number of second-party games was low). Also disappointing was the lack of new Play Anywhere titles, and the lack of information about original Xbox backwards compatibility.
  • Well after seeing PLaystations conference and knowing all of those EXCLUSIVES come out in 2018 I think xbox hit the mark. I'll take demos of exclusives that I get to play by the winter anyday. 2018 is 6 months away and we can safely assume those sony games aren't releasing in January. 
  • " it's at a price that is within the kind of range that has been used successfully in previous consoles."   Like the original PS3 that almost lost Sony that generation battle or the original Xbox One with the Kinect that flopped so hard they had to rush in to take the Kinect out? Yeah...this definitely sets a great precedent for the XB one X.   By the way... 1 - Consumers don't care about "family of devices". No one looks at that. No one even uses that term. In fact, all you need to do is use another language and that term goes away. Brilliant excuse...   2 - The original Xbox One isn't even produced anymore. You can't find it for sale anywhere. So effectively you have two consoles: the One S and the One X. Not three.   "We just decided to spread some things out that we know people will be interested in"   In other words, don't be an idiot and wait it out. Don't rush to be an early adopter.   "Will the Xbox One X help Microsoft make up lost ground with the PlayStation 4? It's too early to say"   No, it will not. It's not too early to say. Microsoft made sure of that the moment they asked for 500€ for a 1TB console. But you're right. Microsoft isn't concerned at all about it. In fact, they'll probably only care about how well this console does in the USA, since not only they don't care about the rest of the World but the rest of the World decided already to pay them in the same currency by making the PS the supreme ruler of the console market in it for generations now. And Microsoft hasn't moved a single finger to even try to change that.
  • This is a case of fans vs reality... Microsoft business has been in the black and has remainded in the black. Sony has been kept afloat[by playstation] while being the in red. Basic misconception most of you have about microsoft vs sony is that they are the same type of business... NOOOO they both sell consoles... Microsoft is a software/cloud computing business that happens to sell consoles.. Sony is a hardware business point black period. Microsoft has Xbox and PC games that add to their bottom line i.e. they're not competing with one another. So what you're really talking about is Xbox & PC vs Playstation. 
  • And playstation will win every time because they have more first party games and exclusives. You ask the CMO of Xbox what about their first party games, and they still just mention gears and halo like they did 2 generations ago. They're the next Nintendo the way they cling to old IP seems to elude them... Need further convincing? The ps2 is the best selling console of all time, the Ps3 just beat out the Xbox 360 globally at the tail end of that gen, and we all know the ps4 is destroying Xbox so bad MS had to shift from sales as a measure of success to Xbox live subscriptions which is super flawed (for example, I have an Xbox account because of my windows phone, but I have never and will never own an Xbox console)
  • Agreed.
  • Flanking pricing is a sound marketing strategy. MS doesn't need the X to sell in huge numbers if it enables them to slash the S to a much lower price. That becomes much easier if they have a higher end model to sell to the people willing to pay for it (which would include me -- I'm going to buy the X and upgrade to a 4k TV, and skip the S, already have an original One with Kinect). That is, it may be bad financially to cut the price of the S without an X, because they are losing the margin from customers who would have bought the S for a higher price. But with the X, they don't lose that margin, because many of those customers instead move to the X, enabling a winning lower price on the S. And it flanks the competitor's products, so it secures pricing advantage on the low end and quality/performance advantage on the high end. And with Xbox, when I say margin, I don't know if MS is actually making or losing money on each individual console sale, but even if margins are zero or negative, the same rules apply -- whatever their total gain or loss, MS wants to make as much or lose as little as possible on console sales, while gaining market share. I don't know the specfics of what MS is planning on pricing for the S this holiday season, but as a pricing strategy, what I described is a well proven strategy for both unit profitability and marketing success.
  • it's at a price that is within the kind of range that has been used successfully in previous consoles." In 2005 the Xbox 360 came out at $399 and only had a 20GB drive.  It was pretty successful.  With a conservative 3% increase each year in inflation, that would put the Xbox 360 being release this year at just under $599.  I think the Xbox One X coming in at $499 is an awesome deal.
  • And compare the specs. On [pick your currency] per spec basis, the price has actually fallen.
  • You are going to assume a "conservative 3% increase each year" over a time period that is the heart of the Great Recession?  C'mon now... Just go to a calculator, your point is still served and you don't sound so silly.  $400 in 2005 money is $501 in 2017 money per the US Gov CPI data.  There you have it, the X is cheaper than the 360.
  • I'm not getting it at $500... price drop should happen within 6 months after release so maybe then
  • You know I have to give Microssoft's engineering team props. They've done good work. The Xbox One S was revolutionary in the sense that they crammed all that stuff in there. And to make the One X smaller is an accomplishment. Looks like they've one-upped Sony.  That said, at $399 I would've thought about uprading. At $500, it's a bit harder to swallow, considering you have to shell out another $60 to play online with ads and all on the dashboard. But they're not going after me. I only play Gears which will get competitive crossplay later this year and I won't even have to pay for Live anymore since I'll play it on PC. So, the One S will be used mostly for media consumption.
  • Except it played the same old games as the original. As we've seen countless times before, if you give devs the option to support something for a few users, they will eventually stop spending money on it to serve a few...weve seen it with the Kinect, the ps move controllers (pre psvr), ps4 pro, etc. There will be few games that support it because Xbox market share is already relative small (compared to ps4), and the people who have x1x's will be a sliver of said market share. So why would devs spend more money on that, when they're already complaining of the costs of AAA game development? I predict they won't...or as some speculate, you'll just get ports of ps4 pro enhancements with minimal further optimizations.
  • Who pays $60 bucks for Xbox Live Gold?  Go to  They buy them in bulk and resell them at a lower price. I got a 12 month Gold membership last month for $42.99.
  • How is $100 a deal breaker? Seriously. If you're in the market at all for a console like this, how is $100 the deciding factor between buying and not buying? If you keep the console 5 years, that's $20 per year. Or about 5 cups of Starbucks coffee a year. It's amazing to me how entitled gamers seem to be these days. Give me all this fancy stuff, but I don't want to pay for it. I'm sure you'll forgo your next raise at work because the customers of the company you work for don't want to pay for the services provided. I appreciate your charity.
  • 5*60 is another $300 dollars on XBL, that's if they don't raise the fee. Then add in the fact, that if your console breaks after 1 year, you'll have to pay MS what, another $300 to fix it. Whereas with a PC, the games are cheaper, no XBL fee and no ads on every screen you go to(remember the 360?). I don't like paying for ads. XBL should be free if they're going to feed me ads. Plus you forget they get about a 30% cut of the games they sell. So, their XBOX X isn't really their money maker per se. I got my PC for 1700 with 6.5TFLOPS of power. This included a 34" widescreen monitor. Those sell for what t 1200? So, my PC ended up costing me 500, technically and it can do a lot more than an XBOX X. So, yes, I think 500 is too much im.
  • The 360 had tons of ads... In fact I remember many a time of thinking my system crashed due to loading an ad video.
  • I have been on LIVE for 9 years and never once paid full MSRP for it. It is $45 constantly.  That comes out to be under $4 a month, and includes 4 free games also, so $1 a piece for a bundle; even at $60 it is $1.25.  Live really isn't about paying for MP connectivity anymore.
  • The X seems impressive. I'm not into gaming, but would have bought it if it was really true that it was similar to a PC at $12-1500. But is this true? As far as I understand, the memory (12GB) is shared between graphics and CPUs, without an option to increase the RAM. And it is not possible (or: at least not straightforward) to install Win10 and run x32/x64 applications. OK - it may be true that it is equivalent to a PC at $12-1500 with the constraint that it is only to be used for gaming. But I doubt it is equivalent to a general PC costing $12-1500. Even though I'm not into gaming, I might have considered it for a media PC -- if I could install the applications I need. But I don't think that is possible. (E.g., MakeMKV, MKVToolNix GUI, VLC, etc. or similar.)
  • there are some uwp apps in the store. contact the dev of an app you like . request they port a uwp app to xbox and the windows 10 store and you can then download it. 
  • as someone who works in tech retail, one thing i will just say to costumers is that One X is Extra powerful, and One S is still powerful enough to run ALL of the xbox one games. 
  • Hey Jez can you look into something? If you look on, and expand the "see all tech specs section", in addition to the 1TB HDD and 12GB GDDR5, they also list 8GB of flash memory. No one has mentioned this anywhere on any site I have found. Here is the link...
  • My guess is they are going to test the market by releasing it for $499, and then a few months later they'll drop the price "temporarily". And it'll stay there indefinitely just like they did the Kinect bundle. If Sony drops the price of the PlayStation Pro today to $350, they're in trouble. Heck, I wouldn't be surprised if they change the price before release.
  • The One X is much more powerful than the PS4 Pro. It should be cheaper. Also, this it meant to be a premium device, not a device for the general public. They have no reason to drop the price unless they want to phase out the One S.
  • Because Sony is their direct competition. If not they wouldn't have gone to the trouble to make fun of them in their trailers about being more powerful. And Sony will find a way to spin it to make it seem like they have a 4K system at a cheaper price. It doesn't matter about the power it's about public perception. The general public is what buys consoles. If they didn't care about who bought it, they wouldn't have spent millions of dollars making this console. No doubt the 1X is a beast, but a beast that is on a cliff for Out Of Reach is not a beast to fear. The price is a cliff. And some people will not be concerned for the 1X until the price drops. I'm getting it on day one myself this fall but I do worry that it might be too much for some people.
  • It's not meant for the general public. It's always been geared toward the hardcore console fan. Obviously the more people buy it the better for Microsoft and developers, but the One S isn't going anywhere for a while.
  • This console is DOA
  • I agree. Everyone would rather save their money and wait for the PS5.  There are jus too many unknowns with the Xbox.
  • Everyone. Right.
  • I mean I have both platforms but MSFT is letting me down these generations.
  • What PS5?
  • The mythical Unicorn with rainbow haven't heard about it?
  • Its an exciting time for gamers. I dont have the money for a tv. But i might swing a consol. 
  • I think focusing on this year's games (while well intentioned) was a mistake, as it really felt devoid of a lot of big name games. Maybe that's because a lot of big name games are cross-platform and they wanted to focus on exclusives instead, but for a show that had 40 games, I left not being excited by what I saw (although Metro looked good)
  • So it is just a coincidence that the XBox names align with cars produced by Tesla?  Tesla is working on a Model 3 (the original XBox One was the 3rd generation of the XBox console), and also have Model S and Model X vehicles in their line-up (as now also does Microsoft's XBox with the One S and One X).
  • I don't think it matters so long as people are able to relate to the naming.