This week's edition of MCV reveals that there are two new bundles coming the way of Xbox 360 fans, and these will reportedly involve Star Trek and Transformers 2.

Chris Lewis, the VP of Interactive Entertainment at Microsoft Europe, has done the unexpected: he stood up for his company's machine. No wait, that's totally expected. Details after the jump.

If MCV UK is right, then we can all be enlightened as to Microsoft's real plans for the Xbox 360 as early as tomorrow. Expected to be included in the announcement would be the news that they'll be dropping the mid-range Pro SKU from the line, and a price drop for the Elite.

I fully expected Microsoft to follow Sony's PS3 price cut announcement with one of their own for the Xbox 360 Elite. Some rumors about an Elite price drop have been floating around for a while now, but we heard nothing of the sort during Microsoft's GamesCom conference. A new report suggests that it has to do with the current stock of Arcades and Elites out on the market right now.

With so much mystery still looming around the rumored PS3 Slim and a possible PS3 price drop announcement, Microsoft's Xbox Euro VP Chris Lewis believes the Xbox 360 is still in a good place in the console race. According to Lewis, any announcement from their opposition won't disrupt their plan, which is also rumored to include countering Sony's move with a price cut of its own.

Activision's decision to raise the suggested retail price of Modern Warfare 2 in the UK to UK£ 54.99 (almost US$ 90) has raised a furor among gamers in the region. Former SCEE president Chris Deering recognizes that a conundrum exists: prices for blockbuster titles should be even higher in order to support the industry, but people "just don't have that kind of money."

It appears that Realtime Worlds' upcoming customization-heavy action MMO, APB, has finally been dated. Well, kind of anyway, since all we have is a month and not a specific release date.

Thanks to Modern Warfare 2 (Xbox 360, PS3, and PC), UK gamers are about to have their wallets bled out dry as retailers look to hiking up their prices as well for this holiday season. As it stands, Activision's war title from the popular Call of Duty franchise is pegged at UK£ 54.99. Converted to US dollars, that's almost a crazy US$ 90. And that's just for the regular copy, no fancy schmancy bundles yet.

Neil Thompson, Microsoft's regional director of Xbox in the UK, has emphasized the need for the videogame industry to impress upon parents that consoles and videogames have grown far beyond what they were in the past.

Microsoft Europe's David Gosen has questioned the gaming industry's seasonal approach to game releases in a recent interview with MCV. According to Gosen, the focus on Q4 and Christmas releases has put the sustainability of new IP into question, and that a second or third release window will be good news for the industry. Great news for my wallet as well, since I won't have to buy all the major releases I want in one big go. More after the jump.