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Posted by: Kasumov Rustam

The Red Death Ring - This concept is familiar to many consolers, especially Xbox followers. The owners of the X360 were afraid of his appearance more than anything else. How did it happen that the products of such a large and respected American IT company gave such a malfunction? Gmbox invites you to plunge into the streams of history and find out what led to the emergence of RROD, and also to understand the main thing: how did Microsoft manage to avoid the death of the Xbox brand with such a massive scandal?

After the unexpected and phenomenal success of the first Xbox on the market, which for a long time was dominated only by the Japanese (Sony, Sega, Nintendo and even Panasonic), Microsoft realized that success must be developed. The new Project Xenon - namely, the working name X360 - was supposed to solve four problems: enter the market before the PlayStation 3, offer a “sexy” design that will win over all consumers (and not just hardcore gamers), provide enough power for the new HD image format 720p and attract a maximum of exclusive developers.

The demand for a “sexy” design came from a public reaction to the first Xbox: people liked what the prefix does, but did not like how it looks. Looking ahead: sexuality has become the reason why the Xbox’s reputation as a brand has almost been completely destroyed.

Even the first iPhone did not exist yet, but another Apple product, the iPod, already owned the consciousness of the consumer. So he served as the main source of inspiration for Microsoft designers. Impressed by his appearance, not devoid of a certain sexuality, they created the famous box “with a waist”.

Only here is the problem: the box design has long been approved at the highest level, and negotiations with potential partners - IBM, Nvidia, AMD, etc. - dragged on for months. Simply put, the shell is already there, and what will be inside - no one knows. Even Microsoft. This was a fundamental mistake. A purely software company with minimal experience at that time in hardwar decided that all the shortcomings could later be fixed with patches.

All this was superimposed by the difficulties of translation and overseas communication. As a result, the Chinese factories Flextronics and Wistron faced a piquant problem: how to cram very bulky components into the very “phytonash” sparkling with white plastic? We decided to save on cooling. As a result, in August 2005, 68% of the Xbox 360 produced in the Middle Kingdom were found to be more or less defective.

Chinese “wisdom” was supplemented by the European draconian demand: to avoid lead in consumer electronics to the maximum. As a result, even less refractory metals were used in some components of the first X360.

Well, then - Red Ring of Death, the Red Ring of Death. The panting X360, melting itself, signaled to the owner of an imminent death. The potential of the PR scandal was colossal - comparable to those volumes of marriage that the “masters” from the Celestial Empire drove, constrained by the fantasies of Western designers.

It was then that a phenomenal decision was made, highly approved by Steve Ballmer himself, the protégé of Bill Gates. Microsoft decided to exchange all defective X360s for completely new ones for free, in which the problem of poor cooling has already been solved at the engineering level. The cost of the operation was 1 billion 150 million dollars, at Balmer approved it without hesitation. So today, all those who play on the Xbox One should thank the former Microsoft boss. Without it, a brand like the Xbox might no longer exist.

But you should not forget about Peter Moore, who then worked at Microsoft: it was he who scared Ballmer Tylenol’s. The sad history of this brand is known to every American businessman. It was a popular American cold remedy, occupying 35% of the market. During sabotage, cyanide was mixed into one of the parties, which ended in dozens of deaths. The fact of sabotage was later proved, but the brand has not regained its reputation.

Hearing Moore's Tylenol code word, Ballmer, not being a close gamer, immediately signed the necessary papers, fully feeling the analogy.

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