Xbox boss Phil Spencer has said he and his team are not focussed on catching up with Sony's sales figures, but rather concentrating on Xbox's current customer base.
In an interview with Eurogamer, Spencer was asked about whether or not he feels Xbox will catch up with Sony, which has enjoyed a strong start to the new console generation and sits comfortably ahead of its rivals.
"I honestly don't goal the team on how many units Sony sells. I think about what we're going to do, and how many Xbox customers we have across 360, Xbox One and Windows - thinking about the combined community of people on Xbox and playing those games, and that number's never been bigger," he said.
"There are ways to sell consoles by losing more money on hardware and building an unnatural business construct that I'd never want to do - at the end, when people make a commitment to Xbox and the consoles they buy, the games they buy, they want to know that Microsoft and Xbox is in it for the long run. To sacrifice the long term for any short term gain doesn't make any sense."
Spencer goes on to discuss the company's new focus on first-party, and the platform's strong line-up for 2016.
"Next year's line-up is pretty incredible, and we haven't even talked about all the games that are coming next year. Investments in first-party, there's more risk involved, and people can say it's more challenging building first party investments, and you could say it's easier doing third-party deals, but they're critical to our business, and we're in this for the long run."
