Xbox 360 embroiled in public relations crisis

HONG KONG - Microsoft's Xbox 360 gaming console has been engulfed in a public relations crisis sparked by widespread hardware failures of its machines across the globe.

Some estimates suggest 30 per cent of gaming consoles could be affected, and although exact numbers were unavailable for the region, Microsoft figures show 1.4 million units have been shipped outside the US and EMEA markets since launch.

Microsoft has announced it could cost the company US$1 billion globally to rectify the situation, and is offering extended warranties to customers affected.

“This problem has caused frustration for some of our customers and for that, we sincerely apologise," said Robbie Bach, global president of Microsoft’s Entertainment & Devices Division in a statement.