Additional stock of Xbox One is expected to filter into retailers over the coming weeks, but Microsoft admits it will be a challenge to meet demand.
Xbox VP Phil Harrison told GamesIndustry: "We're working unbelievably hard to do that, to match demand. I can only apologise in advance to anybody who is let down before Christmas, we don't want to lose a sale, clearly, and we'll work hard in our operations and our manufacturing supply chain and obviously with our retail partners to make sure we catch up as quickly as we can.
"We do have more stock coming in we believe before Christmas that retailers will be able to allocate in free supply and then it's just up to demand as to how quickly that disappears."
The exec offered much the same response to MCV.
"Our job on a tactical level is to ensure we get enough supply to retailers and customers as we possibly can to meet demand, and that will be a struggle but we are doing our best," he said.
"There will be difficulty getting stock through until Christmas but we will do everything we can to accelerate that. And then from a software point-of-view on our services, that are constantly upgrading, we will continue to innovate there."
Xbox One is out now, but you're likely to struggle to find day one stock unless you have a pre-order in place.