For those not paying attention this week,.. the ONE went on sale for the holiday period starting on November 1st. You can now get an xbox one for $349.99 with a bundeled game. Comparing apples to apples that puts xbox one at $290 relative to ps4's $399.99 (assuming you want the bundeled AC @ $59.99).
Over the last 3 days the ONE has been kiling ps4 selling by OVER 3:1. Sadly, that era has passed and a recent check shows the ONE only selling 1:1 with ps4 (as of this writting xbox has the top selling sku at #10 and falling while ps4 has the second spot at #15). The price drop failed. At $109.99 below ps4 the ONE was only able to secure the top spot in their home turf and strongest region for 3 days.
What else can MS do?