CMO Chris Capossela says feedback from E3 influenced how many units were made.
Ever wondered why you’re having a hard time finding the Xbox One Elite Controller? It hasn’t been easy for Microsoft which seemed to underestimate the demand for the same. According to Microsoft CMO Chris Capossela who spoke to Geekwire’s Windows Weekly, the company wanted to build many more units.
“Here’s the product we totally underestimated. 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. 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.'”
Sadly, the controller is still sold out in major retail stores. Keep checking back though and let us know whether you’ve had a chance to pick one up.