Xbox One will launch ahead of PS4 and will stay ahead through its 10 year lifecycle, Microsoft Canada's Xbox director of marketing Craig Flannagan has told GamesIndustry.
"Xbox One is going to start ahead, in terms of the experience we can deliver," Flannagan said. "And because we're built for the future, we're going to stay ahead.
"I think there is not a better experience you can buy this holiday, and there will not be a time this generation where there's a better experience you can buy than Xbox One... And it's probably going to be a pretty long generation. We're probably here for a while because we're built for the future. This is a console that will last you, conservatively a decade, if I had to put a bet down today."
Flannagan, who was present for the launch of Xbox 360 and Kinect, says he's never been part of such a huge launch.
"This is far and away the biggest launch we've ever done," he said. "It's the most hardware we've ever produced. It's the most we've ever pre-sold. We're pre-selling a little over 2-to-1 from what we did with Xbox 360. The momentum on launch has been really good."
Xbox One launches November 22.
We'd better get used the fact that Xbox is not seen by Microsoft as a games console, but a platform on which it can deliver all forms of entertainment into the living room.