Softly, softly: The Xbox One X Launch

The most powerful console ever built has an understated launch week - but Microsoft's strategy makes sense, and signals that it's in this game for the long haul

It's quiet, as the hackneyed old horror movie cliché goes; too quiet.

Perhaps I'm biased as a consequence of being in a country where the Xbox has close to zero market share, but even talking to friends and colleagues overseas, this doesn't feel like the launch week for a major new console - let alone the most powerful and technologically impressive one ever created.

While those unpacking new hardware are undoubtedly excited, by and large the Xbox One X feels like it has landed very softly indeed. The lack of major new titles to sell the system are part of the reason, of course; but even Microsoft's messaging for and promotion of the One X feel muted.

"With a tough launch window - Apple's biggest iPhone launch, Nintendo's biggest Mario title and the winter software avalanche - it's to be expected that Xbox One X doesn't grab as much attention"

Of course, Xbox One X isn't an entirely new console launch - it's an update to the Xbox One, albeit a pretty enormous leap ahead of its older sibling in terms of graphical prowess. The closest point of comparison is PS4 Pro, which also boosted the internals of an existing platform to permit higher quality graphics (most notably 4K, for those who have the display hardware to enjoy it).

PS4 Pro had less heavy lifting to do in some senses; the PS4 was a well-designed and well-liked console from the outset, so the Pro really just boosted the specs and made minor design tweaks. Xbox One X is a bigger accomplishment in hardware terms; not just a more powerful system, but a dramatic design improvement over the original Xbox One, building on the progress made with last year's One S.

Yet PS4 Pro's launch, despite having many of the same challenges as the One X launch, felt like a bigger event; perhaps this was down to the PS4 ecosystem overall being larger, but it was also likely attributable in part to PS4 Pro being the first console to update hardware specs mid-generation, and the first to enable 4K play. Xbox One X does it better, but it's not doing anything remarkably new.

Combined with a tough launch window, going almost head to head with Apple's biggest iPhone launch in years, Nintendo's biggest Mario title in years and the impending start of the winter software avalanche, it's to be expected that the Xbox hardware update doesn't grab quite as much attention as might have been expected.


Even in launch week, the One X's presence in UK stores is understated

Rather than being a criticism, that's a slightly raised eyebrow in the direction of Microsoft's strategy. The company now finds itself with an immensely powerful and accomplished console, head and shoulders ahead of the competition in graphical terms; yet it has chosen a very soft launch strategy for that device.

"Chosen" is the operative word here; the decisions which led to One X being a relatively understated launch seem to have been quite deliberate. The console has launched with relatively little marketing support, no major software titles (and no particularly notable promises of software to come) and during a distinctly tough and competitive release window. All of that points to Microsoft being quite happy with a soft launch for its latest and greatest.

After all, the decisions which culminate in a hardware launch are made a long way back down the pike. Phil Spencer told Bloomberg this week that the company is aware of its weakness in first-party development and implied that they are considering acquisitions to help remedy the situation; but this isn't something that has crept up on Microsoft. If a massive One X launch was their goal, those acquisitions would have happened a year or more ago; the lack of major titles for launch (and indeed for holiday 2017 overall) is something the company will have been aware of for quite some time.

At a guess, the strategy for Xbox One X was relatively well nailed down shortly after the initial unveiling of Scorpio a year and a half ago; while that initial reveal suggested that the device would be a fairly major overhaul and relaunch of the underperforming Xbox One, the messaging and positioning of the console was dialled in significantly by E3 this year to the point where this is distinctly a "half-generation" speed bump rather than being a genuine relaunch for the platform.

"The one thing the Xbox brand couldn't handle right now is another weak hardware launch; that would kill off consumer confidence in the brand outright"

There are a number of good reasons for Microsoft to take this approach. A very practical one is supply; Xbox One X is the most ambitious system the company has ever built on quite a number of fronts, and while its hardware is being reviewed extremely favourably, there was always a significant risk that it would be tough to get the supply chain in place for a major launch.

Moreover, the difficulty of getting high-profile software in place for launch (regardless of how deep the company's budget for studio acquisitions went) would have been apparent at least a year ago, while the intensely competitive nature of the November launch window would have been clear from early this year, when the Switch launch went well and Apple's year-end plans started to take shape.

Ultimately, Microsoft faced a decision; push the boat out with Xbox One X as a full relaunch of its console ambitions, or a soft, PS4 Pro-style launch that would leave the company with plenty of options to grow and promote the new platform over the following months.

The downsides and risks of the former are significant; it would risk alienating and annoying existing Xbox One customers (a sizeable group even if not on the same scale as PS4's installed base), and would expose the new console to extremely tough comparisons with Switch and PS4's winter holiday sales, neither of which it is in a position to match given potentially limited supply and an audience restricted by the size of the 4K TV installed base.

Xbox One X is the most ambitious system the company has ever built. There was always a risk it would be tough to get the supply chain in place for a major launch

Xbox One X is the most ambitious system the company has ever built. There was always a risk it would be tough to get the supply chain in place for a major launch

The challenges facing Microsoft remain the same. It has fallen a long way behind Sony in this generation and has in essence ceded every major territory outside the United States to its rival. More so than simple installed base, it has lost a huge amount of ground in terms of its software line-up; both of these will be tough to claw back, especially off Microsoft's home turf.

Nintendo's success also makes the playing field look more inhospitable, since the Switch, not the Xbox One, will now likely take on the "second console" mantle for many consumers.

Yet in taking a soft launch approach with Xbox One X, Microsoft seems to be demonstrating an ability to play a long, sensible and strategic game, rather than panicking over how far out in front Sony is right now. The one thing the Xbox brand couldn't handle right now is another weak hardware launch; that would kill off consumer confidence in the brand outright.

If Phil Spencer is serious about the company building back up its first-party software arsenal, that will be a time-consuming process; the task of Xbox One X is not to fly out of the stable at full gallop, but rather to support that process, giving the company a best-in-breed console upon which to rebuild its gaming brand.

It's a far cry from the bombast of the Scorpio launch, but Microsoft is signalling that it's in this for the long haul, and willing to do what it takes to get back on top of the game.

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Latest comments (10)

Ben Link Video Game Enthusiast and Graphic Artist 4 years ago
Yeah, it's definitely where you live. It's not muted here in the US. It's EVERYWHERE here in the US. Taco Bell, Doritos you name it. It's everywhere it seems. And at least 6 people I know are getting the system. PS4 PRO on the other hand. Was so quiet I don't even remember it launching. Sony didn't market it here at all. It's a difference in regions man. On another note. There is absolutely no need for an exclusive at launch either because there are so many 3rd party games coming out right now. An exclusive would fail during this rush of games. And all games right now are seeming to be running and looking better on the X. This is not the same level as a new generation because it's not. It's a mid gen refresh.

Edited 1 times. Last edit by Ben Link on 10th November 2017 5:04pm

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Richard Browne Head of External Projects, Digital Extremes4 years ago
There will be no exclusives. There's no way either X or Pro will garner the install base to warrant an exclusive game.
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Jordan Lund Columnist 4 years ago
I'm curious what country you're in that the PS4 Pro launch was a bigger event. It certainly wasn't in the United States.

As a 4K owner I was looking for a reason to update an the Pro just didn't do it for me. Upscaling that my television already does, no 4K Blu Ray drive, 4K streaming apps that my television already has...

With the Xbox One X, many games I already own got a 4K facelift.

Edited 2 times. Last edit by Jordan Lund on 10th November 2017 7:42pm

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SlaineLow Director & CEO, Satsuma Droid4 years ago
@Richard Browne: Astounded by this comment - given your background. The author clearly means platform exclusives, not XB1 X or PS4 Pro exclusives. Such things would only alienate the greatest part of each company's install base and would defeat the whole point of increment upgrades rather than new "generations" - as happened previously in the industry.

It is clear, that both companies are now following the PC game model. One can play the game on a wide range of PC hardware, but the quality (FPS, texture packs, res, etc) will be defined by the amount you can spend on the hardware. One can play the same game on all versions of the same hardware - it is the quality of experience that will differ.

I would also not underestimate the take up of the X. The Pro is a relatively minor upgrade for the base PS4 (The real reason it seems to have been released was to: try and take away MS's thunder with the X and to provide a machine that might sell PS VR (The base PS4 is massively underpowered for that, let's be honest. The base PS4 is also, apart from VR, a perfectly adequate machine giving users little reason to upgrade. This might explain why its uptake seems to have stayed so low. The X, on the other hand, is a massive improvement over the original XB1 - in part because that was so underpowered. Having used it on a 1080p tv, I can assure you it is well worth the upgrade to this market - and this is starting to get out on social media. You also have the fact that when the large studios launch new games they will now always demo on the X. Rightly, they will choose the machine that shows their product at its best.

Edited 1 times. Last edit by SlaineLow on 10th November 2017 9:15pm

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Jeff Kleist Writer, Marketing, Licensing 4 years ago
There will be Cbox games that don’t work on Xbox One in the not so distant future. They will also look and play better on Xbox Two. SKU reduction is very much the name of the game these days with shrinking physical media sections at the biggest retailers. Old school gamers will remember that it wasn’t uncommon at all to see games with IBM on one side of a floppy and c64 on the other in one box. While this is unlikely to happen with Xbox and PlayStation, its easy to support the entire family on one release.
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long haul? If these mid gen console prove anything, it's that there isn't any long haul anymore.
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Klaus Preisinger Freelance Writing 4 years ago
AMD wants to change its manufacturing process to 7nm in 2019. Combined with improvements to their architecture, consoles seem destined to refresh by 2020. Especially since 7nm manufacture of chips will be around for a while and not just a 24 month stepping stone towards 6nm manufacture.

Unless some dramatic new tech for hardware accelerated light computation comes around the corner, Sony and MS will just refresh with the latest AMD tech every few years and video games will basically look the same.
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Keith Andrew Freelance Journalist, Keith Andrew Media4 years ago
@Richard Browne: There will be no exclusives because both MS and Sony have said Xbox One X and PS4 Pro games have to run on standard editions of the console, too.
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Keith Andrew Freelance Journalist, Keith Andrew Media4 years ago
I feel like this is somewhat off the mark: the Xbox One X launch has been fairly big in the UK and (from folks I know) especially in the US. Maybe it's down to who you follow, but it's the first time I've seen friends who have largely spent their time with PS4 get excited about Xbox One and, in a fair few cases, eagerly share their Xbox One X purchase on social media. GI's own story suggesting week one sales in the UK are already equal to what PS4 Pro managed in its first four weeks suggests there's been no 'quiet' launch. Not sure where this view is coming from, or why it would be seen as a positive thing even if it was true.
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Richard Browne Head of External Projects, Digital Extremes4 years ago
@SlaineLow: I was replying to Ben's comment actually. So outside of the "ooh-ooh-must have" early adopter what's the market for this product? This console cycle will sell 120-150m units just like any other, Sony are already looking to service current customers (i.e. make more money out of the 60m they have) it's all uphill from here. Microsoft certainly have a bigger base of users to push this out to being lower on the install base tree, but unless they get system sellers exclusive to XBox their path is even more of a struggle. Basically both platforms are "cherry on top" products.

Edited 1 times. Last edit by Richard Browne on 13th November 2017 7:29pm

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