According to the new president, Xbox would no longer be able to produce consoles on a large scale due to the increasing costs of RAM and SSDs. Therefore, it launches a call to establish a new economic model and new partnerships.
Since taking office on February 23, 2026, the new president of Xbox, Asha Sharma, has had to manage several crises. Xbox notably went through some turbulence after the announcement of significant price increases and the presentation of the slogan “This is an Xbox”, which did not convince all players. It’s quite simple, Asha Sharma made a change of strategy by simply removing it. But above all, the president of Xbox must face the soaring prices of RAM and SSDs. In an internal memo shared with Xbox employees, she warns of these price increases, while launching an appeal.
Xbox would no longer be able to manufacture consoles on a large scale
In an internal memo made public, Asha Sharma reports the surge in SSD prices: “ When I took over as CEO in February, the price we were paying for console storage components was already twice as high as last fall. These costs have doubled again since then. And by the 2027 holiday season, we expect another significant increase, which will take us to prices more than 5 times higher than what we were paying just two years earlier “. She also specifies that RAM follows exactly the same trajectory. In summary, Xbox anticipates a further increase by the end of 2027, which would quintuple the price of RAM and storage in the space of two years.
Asha Sharma even goes so far as to criticize the decisions previously made by her company: “ While the entire industry is facing a component shortage, we believe we have been hit harder than many of our competitors due to the choices we have made over the past five years “. The observation is therefore clear for the president of Xbox: “ We are currently unable to produce as many consoles as gamers want to buy, and we need a new business model and new hardware partnerships as part of our continued commitment to Project Helix “. Xbox would therefore no longer be able to produce consoles on a large scale.
Statements that align with Xbox’s new strategy
Asha Sharma does not give any indication regarding these “ new partnerships » and this “ new economic model “, but these statements actually fit perfectly into Xbox’s new strategy, which aims to develop hybrid gaming platforms halfway between PC and console. If we don’t yet know who will make the console Project Helixone thing is clear: PC games will be there on the future Xbox console, and, in return, the Xbox ecosystem will impose itself more and more on Windows computers. Microsoft is also planning to soon launch an “Xbox mode” for PCs running Windows 11. We can therefore easily imagine partnerships between Xbox and brands like Acer, Asus or even HP. For its part, Microsoft will be able to continue to fulfill its role as publisher. Ironically, the slogan “This is an Xbox” could end up being rather apt.
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Source :
Xbox
