At E3 2013, Microsoft tripped over its shoelaces as it tried to justify the unexpectedly high price and complex ecosystem of its upcoming console, the Xbox One. It required an internet connection and locked purchases to specific accounts, disrupting established resale and game-sharing processes. On top of that, executives were repeatedly dismissive of fans' concerns. When Phil Spencer, then the head of Microsoft Studios, announced a $500 price tag for the Xbox One, the E3 audience gasped and fell silent.
Hours later, Sony took the stage. Executives presented their new console, the PlayStation 4, as the balm to Xbox's burn. It didn't need an internet connection to function, used games would play just fine, and titles wouldn't be tied to online accounts, making sharing easy with physical discs. PlayStation boss Jack Tretton announced the PS4's price of $400 and cheers exploded throughout the stadium.
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