From August 1, Microsoft has raised the price of the Xbox Series S and Xbox Series X in Europe and the UK. In many markets the jump is steep — roughly €150–200 higher, and up to £170 in Britain — with the disc-equipped Xbox Series X now listed at €799.99, e.g., well above previous retail.
Microsoft points at the ongoing memory and storage market crunch to justify the change. That’s the company line; gamers and analysts are less persuaded, especially given timing.
PlayStation 5 faced supply and cost pressures before, but Xbox is in a different spot: sales are estimated at about 35 million units vs. over 95 million for PS5 (approx.). In plain terms, Microsoft’s console business is smaller and more vulnerable right now.
The move looks particularly awkward with Grand Theft Auto VI looming — a moment when many people will be deciding which box to buy. Instead of cutting price to lure buyers, Microsoft has pushed Xbox into one of the priciest corners of the market. Ouch.
Previously, Xbox leadership said the division should become self-sustaining after years of heavy investment. A sudden, large price hike — while trailing PlayStation in sales — could make winning new customers even harder, not easier.