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Did Microsoft just botch another Xbox One launch?

Xbox One China Launch Price

Microsoft’s exclusive deal with China Telecom to bring the Xbox One to a huge new market could be the boost the company needs to begin catching up with the PlayStation 4, but one major detail might be curtailing sales before the console even launches: The price. The Wall Street Journal reports that the Xbox One (without Kinect) will cost 3,699 yuan ($600) when it releases in China on September 23rd.

To put that price into perspective, the Xbox One unbundled from Kinect now costs $399 in the U.S. and $436 in Hong Kong. Only India has a higher retail price for the Xbox One at $665.

Worst of all, the Chinese government only recently removed its 14-year ban on video game console sales, so a gouging of this nature would only further enforce the Chinese consumer’s decision to buy the console in Hong Kong or another country.

Chinese technology news site Sina Tech conducted a poll shortly after the price was announced asking the question: “Will you buy China’s version of the Xbox One?” Currently, of over 6,000 respondents, 62% say they won’t buy an Xbox One in China.

“Judging from the price, I don’t think Microsoft cares much about Chinese consumers,” said Alex, a user on social media site Sina Weibo. “Do they think the Chinese are rich and stupid?”

Jacob Siegal is Associate Editor at BGR, having joined the news team in 2013. He has over a decade of professional writing and editing experience, and helps to lead our technology and entertainment product launch and movie release coverage.