The President of Xbox, Sarah Bond, made it clear in an interview with Fortune Magazine that hardware remains fundamental to the brand, even as the company moves away from the traditional console exclusivity war. Recent moves by Microsoft show a shift toward a more open ecosystem across all platforms. Although Xbox’s future plans are not yet fully defined, Bond confirmed that hardware continues to be an essential part of the business.
Xbox’s Evolving Strategy
According to Sarah Bond, players are moving beyond console exclusives. Xbox’s philosophy has become quite clear, especially with the arrival of Halo on PlayStation 5, showing a major change in approach.
In the past, Bond had already stated that making a game exclusive to one platform is an outdated idea. However, in this interview, she strongly emphasized the continued importance of consoles: “Hardware is absolutely core to everything that we do at Xbox.”
The Role of Hardware in the Future of Xbox
Despite a decline in console sales, Microsoft plans to continue developing Xbox hardware, which it views as an important entry point into its gaming ecosystem — even as many players move toward PC, mobile, or other platforms. This philosophy has inspired devices like the ROG Xbox Ally and ROG Xbox Ally X, both of which have achieved great success despite their premium pricing.
While discussing Xbox’s hardware strategy, Bond also offered hints about the next console, describing it as a “powerful experience that also enables people to take their library with them.” This statement highlights Xbox’s broader vision centered on flexibility and accessibility in gaming.
