Microsoft's new $499 Xbox One X console sold out special edition pre-orders in just a day's time, and the company's marketing division is positively jubilant. But there's more that meets the eye here.
The Xbox One X's limited Project Scorpio edition is the "fastest-selling pre-order in Xbox history," Microsoft touts proudly on a new Xbox Wire blog post. But what does that actually mean? Without solid pre-order numbers for the Project Scorpio edition or even a hint of hardware allocation, this milestone may actually not be that impressive.
Xbox's marketing division is quite creative at cleverly obfuscating information and technicality-filled PR-speak. Just look at how the company re-defined the world "exclusive" at E3 2017, misleading gamers with terms like "console launch exclusive", as well as saying that games are "Xbox exclusive", a term that loses its merit now that Xbox is a service that includes Windows PCs and Xbox One consoles. Xbox executive Aaron Greenberg recently said that
"We sold out at Amazon in less than 25 minutes. We expected our inventory to last for about a week, and we sold out in less than a day," General Manager of Xbox Games Publishing Aaron Greenberg said in a recent interview with Rocket Beans TV. But the company doesn't report numbers...so the Project Scorpio limited edition allocation could've been 250,000 units or even as low as 50,000. "But we don't share the amounts. The Project Scorpio Edition was for those core fans, for the people that used to line up outside stores. It's nice to see the response."