Underestimated Demand Caused Xbox One Elite Controller Shortage

Earlier this year Microsoft unveiled the Xbox One Elite Wireless Controller, it thought that since this controller cost $150 there may not be much demand for it. Microsoft found out that it was wrong to assume this as the controller was most certainly in demand throughout the holiday season which is why it remained so hard to find. The company has acknowledged that it “totally underestimated” demand which ultimately resulted in supply shortages throughout the holiday season.

The Elite controller was unveiled back at E3 earlier this year, the feedback it received from retailers back then was that perhaps the controller was priced a bit too high, and that went into deciding how many units were to be made.

Microsoft released the controller in October and it was positioned as a luxury accessory, considering the fact that it costs half as much as the Xbox One, but that didn’t stop customers from trying to get their hands on one.

Chief marketing officer at Microsoft Chris Capossela visited some retailers a week before Black Friday and all they were told was “make more,” the company became aware of the intense demand, but it just couldn’t supply enough units.

The controller is still out of stock at Amazon, Walmart, Best Buy and GameStop. There is a bundle available at GameStop that includes the controller but that’s about it, good luck trying to find one to purchase in the near future. Microsoft does promise though that it will regularly send out new shipments to fill all of the orders.

Adnan Farooqui
Categories: Gaming
Tags: Microsoft, Xbox, Xbox One