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In it, the company argues that basically every unit you own is an Xbox.
Likewise, “the Xbox app on Windows PC can magically transform personal computers into Xboxes.”
Even “your favorite mobile devices can become convenient, pocket-sized Xboxes.”
And on and on.
At the same time, Spencer has repeatedly stressed that Xbox isn’t abandoning hardware.
Heck,it’s even spinning up an Xbox handheld.
This marketing beat serves as a useful refresher more than anything.
Microsoft isn’t dropping hardware, but it isn’t prioritizing its own to the exclusion of others either.
(Of course, Xbox games are also on PC.)
Put simply, Xbox software has long outgrown Xbox hardware, and this marketing push reflects that.
Even Game Pass, the closest thing to a silver bullet that Microsoft has,has seen flattening growth.
