Elite Controller demand was “totally underestimated” by Microsoft
According to Microsoft CMO Chris Capossela, Microsoft “totally underestimated” demand for the $150 Xbox One Elite controller. He spokeÂ more about the premium controller during theÂ latest episode of Windows WeeklyÂ (viaÂ Geekwire). He says that Microsoft scaled back after the feedback from E3, with the general consensus that $150 was too steep. Originally, Microsoft wanted to produce many more.
“Here’s the product we totally underestimated,” he said. “If I could have built 10 times the number I built, I would have. We got that feedback at E3 that it was awesome, but maybe the price was a little too high, and so that influenced how many we produced.”
“On the Monday and Tuesday before Thanksgiving, myself and Kevin Turner our COO, and the guy who runs our stores, David Porter, we go around and visit 30 or 40 different stores,” Capossela added. “Best Buy and GameStop and AT&T and Verizon and Microsoft Stores, just to see how things look, and the one thing we heard from everybody was, ‘You needed to make way more of these controllers.'”
Truer words were never spoken. The demand for the controller has been incredible. According to Phil Spencer, units are selling out like hot cakes as soon as stock is replenished.Â Responding to a fan on Twitter, Spencer tweets,Â “I’m glad you found one. We keep shipping more in but they sell out instantly.”
Most major retailers remain sold-out on the widely sought after controllers, though with demand still high, you can be sure Microsoft are trying to increase the production rate to meet demands. A quick stock check on Amazon UK returns the expected date of January 15th, as of 30th December.