Next Xbox to be a “very premium” high-end console, says Sarah Bond
▼ Summary
– Xbox President Sarah Bond described the ASUS ROG Xbox Ally as Xbox’s first handheld device, countering claims it’s not a real Xbox product.
– Bond indicated the next Xbox console will be a “very premium, high-end curated experience,” suggesting a shift away from affordability like the Series S.
– Recent Xbox price hikes and focus on AI are testing player trust, making the platform feel less community-driven and more corporate.
– Increased development kit costs create barriers for indie studios, potentially harming game diversity and platform health.
– Despite negativity, the Xbox Ally X received praise from PlayStation veteran Shuhei Yoshida, showing good hardware can transcend brand loyalty.
In a recent YouTube discussion, Xbox President Sarah Bond offered intriguing hints about the company’s future hardware direction. While the conversation centered on the newly launched ASUS ROG Xbox Ally handheld, Bond shifted focus to the next-generation Xbox console, describing it as a “very premium, very high-end curated experience.” This phrasing strongly suggests Microsoft is preparing to move its console strategy further upmarket, potentially stepping away from the budget-friendly approach embodied by the Xbox Series S.
Bond refrained from sharing technical specifications or a release timeline, but her emphasis on a premium, curated design points toward a significant shift. She indicated that some of the philosophy guiding the next console is already visible in the Xbox Ally, hinting at possible deeper Windows integration, AI-driven functionalities, or a more cohesive ecosystem strategy. While these are early insights and nothing is officially confirmed, the implication is that Microsoft may not produce another lower-cost system like the Series S, which could disappoint players who prioritize affordability and choice.
The prospect of a high-end-only console comes at a challenging time for the Xbox brand. Recent price increases for Game Pass, coupled with rising development kit costs partly due to tariffs, have tested player trust. Many in the community feel that Xbox’s identity is changing, from a player-focused platform to a division inside a massive corporation driven by shareholder returns and aggressive growth, especially following the expensive acquisition of Activision Blizzard. Microsoft’s growing emphasis on artificial intelligence adds to the perception that Xbox is becoming more corporate and less centered on gaming itself.
Despite these concerns, there are positive signals for the brand. Respected industry veteran Shuhei Yoshida, known for his long history with PlayStation, recently praised the Xbox Ally X as his favorite PC gaming handheld. This kind of endorsement demonstrates that compelling hardware can transcend traditional brand loyalties. Even so, maintaining optimism is difficult for many fans. With repeated price hikes and a strategic pivot toward premium products, some longtime supporters are questioning their future with the platform.
For certain players, a unified high-end device capable of seamlessly accessing both their Xbox and Steam libraries could justify a premium price. Whether Microsoft can deliver such an integrated experience remains uncertain. If the company fails to meet these heightened expectations, the current Xbox Series X and S could represent the final Xbox hardware purchase for a segment of its audience. The coming months will be critical as Microsoft balances its corporate ambitions with the need to preserve its relationship with the gaming community.
(Source: Windows Central)
