Microsoft's Xbox 360 may have head an immensely long headstart over the Wii and PS3, while they built up an installed base in many millions over their 'exclusive' period, its competitors on the other hand have been gaining ground incredibly quickly with the Wii reportedly surpassing its installed base and the PS3 growing slowly but surely. Ultimately this has resulted in the 360 experiencing a serious slowdown in sales while the competition feels no 'pain' from the Xbox 360's headstart.

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Nintendo’s Wii, while nearly impossible to find in retail stores, sold slightly above the company’s second quarter June 2007 goal of 9 million units, reaching sales of 9,270,000.

Sony’s PlayStation 3 also edged slightly above its 6 million goal for Q2 by shipping 6,210,000 units to stores. There is still significant inventory left unsold in stores, which prompted Sony to cut the PS3’s price in July by $100, to $499 and $599 for the two PS3 models, the same price points as Apple’s iPhone.

Microsoft had originally set a target of 15 million Xbox 360s by the middle of 2007, but dropped that target down to 12 million. Even with lowered expectations, the company was still unable to meet its goal, having only shipped 11,600,000 units by the end of June.