Xbox holds firm on price

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Microsoft's comfortable lead over the competition means it's not ready to cut Xbox prices yet.

The firm went all out on current-gen demos at E3 last week – so no next-gen talk, and no price drop for 360.

The success we enjoy year-on-year encourages us to think we're competitively priced versus the competition,” Xbox Europe VP Chris Lewis told MCV.

We don't chase cheap volume, and there's no tolerance to be anything other than profitable.We encourage the flexibility retail can bring.”