Executive Marc Whitten says “shame on us” for not communicating well.
Speaking with IGN, Whitten says that it is only now that people are starting to understand some of the benefits that its always online system would have brought.
“It's sort of shame on us that we haven't done as good of a job as we can to make people feel like that's where we're headed,” he explained.
“Frankly, I think we need to just do more to let people see how the console works, what they're going to be able to do for it. I think a lot of the things they're wishing for are frankly there.”
Whitten believes the company should have been more clear, especially around the U-turn it made which saw features like family sharing of game libraries rolled back.
He added: “I think it’s the number one thing I’d want to do if I went back, was have the conversation more open and more complete.”
However, the Microsoft executive is certain that the Xbox One still offers a superior online experience, saying that years of working on Xbox Live has taught them how to provide a great experience.
“I feel like we have the best online gaming story that’s ever existed,” said Whitten.