The Xbox landscape is changing at a rapid pace. On February 27, 2026, new statements from Asha Sharma, newly appointed CEO of Microsoft Gaming, confirm that the brand is actively preparing its next generation Xbox console. After the departure of Phil Spencer and the surprise resignation of Sarah Bond, the strategy seems to be evolving towards a clear refocus on the material.
These announcements come after several years marked by the “This is an Xbox” campaign, which expanded the definition of console to phones, PCs and connected televisions. Now the tone is changing: the next Xbox seems to be returning to the heart of strategy.
Asha Sharma Promises a Console-Centric “Return to Xbox”
In an interview with Windows Central, Asha Sharma wanted to reassure the brand’s historic players. She said: “I believe our most loyal Xbox fans and players have invested up to 25 years of their lives in these universes and on our console” She continued: “Xbox players have invested thousands of dollars, in money and time – it is extremely important to me to understand that and protect that investment. »
His commitment is clear: “I am committed to ‘getting back to Xbox,’ and that starts with the console, with the hardware. You will know more soon, we will have announcements to make. You will see us collectively investing in this area. » These remarks mark an important strategic change. Hardware is once again becoming central to Microsoft Gaming’s vision.
Next-gen Xbox could arrive sooner than expected
Rumors have been circulating for several months about a possible release this year or next year. Although no official date has been announced, the calendar could offer Microsoft an interesting strategic window. With the arrival of the next Sony console being mentioned for several years, Xbox would have space to reposition itself on the market.
However, the cross-platform strategy is not disappearing completely. Sharma confirmed this: “We also know that many gamers don’t own an Xbox console or hardware, and I want to provide them with great games as well. I need to better understand what this might entail, the decisions that have been made, the next steps, and I need some time and space to do that. » The future Xbox could therefore coexist with cloud services and multiplatform experiences already in place.
A hybrid console-PC model and a potentially high price
Rumors point to a hybrid console, halfway between a PC and a traditional living room machine. Such a technical orientation would involve more expensive components. The issue of RAM is particularly sensitive. Its price is currently reaching historically high levels, due to strong demand linked to artificial intelligence data centers under construction. Even if some analyzes indicate stabilization, prices remain high.
Microsoft could therefore be forced to pass these costs on to the final price of the console. The comparison with products like the Xbox ROG Ally X is already fueling speculation about a higher price positioning than previous generations.
A new strategic era for Microsoft Gaming
The departure of Phil Spencer and the resignation of Sarah Bond opened a new phase for Xbox. With Asha Sharma at the head of Microsoft Gaming, the brand seems to want to find an identity more clearly associated with a dedicated console. The next few years could mark a major transition for Xbox, between the continuity of cloud gaming and the affirmation of new high-end hardware.