Microsoft bosses know their Xbox One X console "isn't for everybody".
The software giants are gearing up for the release of their new console on November 7, but boss Phil Spencer is already expecting poor sales figures as he knows the console - which is aimed at those who want "very best experience" with a home system - isn't something that will suit everyone.
He said: "Whether you're on a 1080p TV or a 4K TV, you're going to have a great experience. But it's not for everybody. It's like when we built the Xbox One Elite controller, we didn't try to say to everybody, 'If you need an extra controller, go buy the Elite controller.' We sold a ton of those controllers. We know in the gaming segment, there are a lot of people who play games casually and there's also people where gaming is their number one hobby.
"Their number one form of entertainment, and we want to give them the very best experience. I've played games in true 4K with HDR, and they look fantastic. But it doesn't mean everybody has to do that. So we're giving gamers a choice. Whether we've pushed the innovation too far? It's hard to do that with gamers. I guess we'll see; I feel very confident in the product we have coming to market."
Instead, Phil believes their best selling console will continue to be the Xbox One S - which was released earlier this year - as it plays the same games as the new One X, but at a cheaper price as the graphics are not as good.
Speaking to GameSpot.com at the Brazil Game Show, he added: "Xbox One S will be the market leader for us. It's the more affordable console. It plays all the same games. It will be the console that sells."