Since this is a translation of an overseas article, there may be some mistranslations.
https://www.flatpanelshd.com/news.php?subaction=showfull&id=1775110685
This Is No Longer an Xbox
Your smart TV is no longer an Xbox. Smartphones, tablets, and headsets are the same. Microsoft is revising its strategy by moving away from the idea that cloud gaming can make any device an Xbox.
You may have seen the message "This is an Xbox" used to promote the Xbox app on platforms like smart TVs.
You may also remember Microsoft mentioning its intention to reach billions of gamers through cloud gaming via the Xbox app.
A Failed Strategy
This was Microsoft's strategic push to transform Xbox from a physical console into a game service (Xbox Game Pass) that could be run anywhere, with some compromises.
However, this strategy did not meet expectations. Even after acquiring Activision Blizzard for $68.7 billion, the number of Xbox Game Pass subscribers did not increase at the rate Microsoft had hoped, and sales of physical Xbox consoles plummeted. The company has since stopped reporting subscriber numbers. Microsoft's "This is an Xbox" campaign is now a thing of the past.
No Longer an Xbox
Shortly after Phil Spencer stepped down as CEO of Xbox in late February 2026 and was replaced by Asha Sharma, people began to notice that the phrase "This is an Xbox" was disappearing from Microsoft's website.
This strategic shift has now been officially confirmed through Windows Central.
A Microsoft spokesperson said: "Asha felt that the phrase 'This is an Xbox' wasn't fitting for Xbox. She is directly leading the effort to reset how we appear as a brand."
Meanwhile, Microsoft has announced plans to integrate Xbox and PC gaming and open consoles to other game stores.
What Happens to the Xbox App?
Currently, the Xbox app is available on Windows, LG smart TVs, Samsung smart TVs, Amazon Fire TV, and some VR headsets.
At CES last January, Microsoft announced that it would soon launch the Xbox app on Google TV. However, it remains unclear whether this strategic shift will affect this launch or existing supported platforms. Next-generation Xbox and PlayStation 6 are expected to be released as early as late 2027.
▶ Source: https://www.flatpanelshd.com/news.php?subaction=showfull&id=1775110685
