In a recent interview with Mashable on YouTube, Sarah Bond, the president of Xbox, discussed the ASUS ROG Xbox Ally. She emphasized that this is the first handheld device made by Xbox, countering claims on X (formerly Twitter) suggesting it isn’t a true Xbox product.
Xbox President Hints at Premium Next-Gen Console
The discussion centered on the new Xbox Ally; however, Bond also hinted at the future of Xbox hardware and its direction. She provided the clearest indication yet of how Microsoft plans to market its next console to consumers.
Bond characterized the upcoming console as a “very premium, high-end curated experience.” This choice of words suggests a potential shift for Xbox, moving further into the realm of high-end products while straying from the more affordable approach seen in the Xbox Series S. She implied that insights for the next-generation console can already be observed in the Xbox Ally, indicating potential integration with Windows or AI features, leading to a more unified gaming ecosystem.
While nothing is confirmed, her hints raise concerns that we may not see another budget-friendly console similar to the Series S. This change could be disappointing for gamers who value both variety and affordability in their console choices. Personally, I own two Series S consoles, which serve well as secondary devices, especially when available at second-hand prices.
Given Microsoft’s current focus on cloud gaming, AI, and high-value partnerships, it’s uncertain how much of Xbox’s traditional hardware strategy will persist. As a result, negativity towards Xbox is heightened, with unfounded rumors gaining traction online, leading many to falsely believe that Xbox is in dire straits.
Xbox Faces Trust Issues Amid Price Hikes
As an Xbox fan, it can be frustrating. Recently, prices for Game Pass have increased, leading to questions from friends about Xbox’s future and validity as a gaming platform.
With rising costs for development kits for the Series X and Series S, the barriers for game studios are increasing. It typically impacts indie developers first, which in turn affects the diversity of games available on the platform. The recent focus seems to prioritize corporate returns over community engagement, leaving fans uncertain about Xbox’s trajectory.
Nevertheless, Xbox maintains momentum, with even notable figures from other gaming brands, like Shuhei Yoshida from PlayStation, praising the Xbox Ally X as his favorite PC gaming handheld. This serves as a reminder that, regardless of brand loyalty, quality hardware stands out.
Even as Bond reassures commitment to hardware, the announcement of a high-end device brings mixed feelings. If Xbox can create a unified system that accommodates both Xbox and Steam libraries, it could justify a premium price; however, how effectively they deliver on this promise remains to be seen.
