You might remember that earlier this year Microsoft unveiled the Xbox One Elite Wireless Controller. They thought that since it costs $150 there may not be much demand for it. However they were wrong. It was most certainly in demand throughout the holiday season so was very hard to find. Many of you failed to get one for Xmas.
The company has now acknowledged that it “totally underestimated” demand and this resulted in shortages throughout the holiday season when they could have sold a lot more.
The Elite controller was first seen at E3 earlier this year. Retailers liked it, but felt that it was priced a bit too high, so this decided how many units were to be made. Microsoft released the controller in October and it was marketed as a luxury accessory.
Chief marketing officer at Microsoft Chris Capossela visited some retailers a week before Black Friday and they told him to “make more”. Now they are aware of the demand for this item. The controller is still out of stock at Amazon, Walmart, Best Buy and GameStop. Microsoft says it will regularly send out new shipments to fill all of the orders. Who knows how much this mistake actually cost the company, but they are making it right now. More should be available soon.