For those not good at math, that’s $400 more than an AppleTV, and completely unapproachable for anyone who does not care about gaming. In short, it is not enough to consider how the Xbox is doing relative to consoles; the Xbox must be evaluated based on how it is aligning with and contributing to Microsoft’s overall strategy, and in that light, it is an unmitigated disaster.
But the XBox 360 has a nice price point. Sure, it's more expensive than an Apple TV, but well-fit as a media center plus you can play games. The current generations of Apple TV are far to underpowered to play any serious games.
The fact that the XBox 360 is still on the market clearly states Microsoft's (and Sony's) strategy: the XBox 360 is a nice console that competes with media centers, the XBox One is for hard core gamers who want the latest and greatest.
I am not worried about the XBox One, the price will go down eventually and when it's in the 200-250 range, it'll replace the XBox 360.
We did by an XBox One, even though we are only casual gamers. The console will probably stay relevant for five or six years. So, it's a good investment.