McGill: No Xbox 360 Price Cut For 'Many, Many Years'

There will be no new price cut for the Xbox 360 for “many, many years in the future,” according to comments made by Microsoft UK’s head of gaming and entertainment, Stephen McGill. The price of all models of the Xbox 360 was cut in the UK in September by the equivalent of around $50. The move followed similar cuts in North America and Japan, with the Xbox 360 Arcade models now being priced below that of the Wii in all major markets. Although McGill was unable to speak for other territories, the global nature of the previous cuts may imply a general approach to pricing by Microsoft, who have repeatedly cut the price of the Xbox 360 but has seen no retaliation from either Nintendo or Sony. Speaking to consumer website Videogamer.com, McGill commented, “I'm not going to speculate where it might go (the price of the Xbox 360) in five or ten years time, whatever. But we've obviously just reduced the price and that's because we can pass the costs reductions we have straight on to consumers. That's the right thing to do, obviously from a business point of view it helps it sell even more.” When asked to confirm whether any further price cuts were now unlikely, McGill replied, ”Yeah. I mean absolutely. We're a great price now. I'm not dropping the price for many, many years in the future, I would suspect."