Xbox One's difficult start is still well and truly behind it, Microsoft has said.
Discussing elements such as the dropping of Kinect, the recent price drop and the beefed-up Xbox One Games With Gold offer, Xbox UK marketing boss Harvey Eagle told CVG: "It's the cumulative effect of all those things over a period of time that has seen this momentum shift for us.
"The change started to happen when Titanall was released in March, it's been a hugely successful title and the start of what I believe to be is the momentum shift.
"There's still work to do to increase sales. The momentum shift is something to be encouraged by, but certainly there's more work to be done. We do need to see this grow and continue over a period of time. With such a strong line up of games coming out over the next six months, I think that's going to increase momentum."
Eagle also stated that Microsoft is still very much targeting the No.1 spot for this generation.
"Market share is certainly very important,” he added. “Microsoft is a very ambitious company, and we want to be number one. We're in this for the long-term and the company is committed to making that happen.”
It's undoubtedly true that the many forum users declaring that PS4 has already won this generation are being extremely premature. The PS3 was in a very bad way for the first few years of its life but eventually recovered to achieve parity with Xbox 360.
PS4 is of course in a strong position right now. But less than a year into the cycle there's a long, long way to go yet – although Microsoft would certainly alleviate concerns were it to release some more recent hardware sales numbers.