Microsoft has gone into partnership with AMD for many years. This means that the development of the next Xbox will be contributed by both the companies. Although they give announcement but it is not clear that it how will it affect the design, production, lots of Xbox future console. Also, whether Microsoft will produce it or not.
In a closely controlled video announcement, Xbox President Sarah Bond announced that Microsoft is co-engineering silicon with AMD across a range of devices. She said these include “next-generation Xbox console in your living room and in your hands.” This phrasing was deliberate and probably has significance, lending itself to multiple interpretations.
A Portfolio That Expands Beyond Traditional Consoles
Bond’s wording seems to target two categories: more Xbox-branded devices in general with a narrower set of living-room and portable gaming consoles. It is less clear whether Microsoft will internally develop all these products or collaborate with third manufacturers for a product output.
Asus ROG Xbox Ally and Ally X handhelds were recently unveiled amidst questions over Steam Deck competitors. Although they have the Xbox name and work with the ecosystem, they are not made by Microsoft. One question has emerged: Are these handhelds gamers’ first glimpse of a more decentralized Xbox hardware?
Are Developers Confused About Handheld Xbox Devices?
Bond’s statement suggests Microsoft is still planning to make its own consoles, both traditional and portable. However, with third-party devices like those made by Asus already out there, it also seems Xbox hardware won’t be limited to first-party projects. By embracing both a low-budget and high-budget approach, the brand is likely to confuse customers about its identity.
Some people believe Microsoft could decide to stop making its Xbox consoles. It may instead trademark an approach closer to that of the PC ecosystem, with its hardware open to manufacture by licensed partners based on shared standards.
Strategic Questions About Competition and Identity
This approach raises several strategic dilemmas. Would it be sensible to launch a competing device by Microsoft when it could easily allow all manufactures to produce Xbox-compatible hardware? Would Microsoft actually market its own handheld console while allowing potentially better third-party versions to come out?
The same question goes for its next-generation living room console. If the Xbox is going to become PC-like and modular, why would Microsoft even bother making its own boxes? There are important issues being hinted at but that aren’t being addressed by this partnership.
What the AMD Deal May Actually Mean
The collaboration with AMD might seem innovative, but it’s nothing out of the ordinary. Microsoft has already worked with AMD on the custom chips in the Xbox Series X and Series S. So, co-engineering silicon may just be a continuation and not a departure from this framework.
The announcement’s timing is curious and the focus on varied holdings suggest that something larger is probably at play. It’s unclear whether this results in Microsoft deciding to solely focus on software and design while letting others handle the production or to continue releasing flagship hardware along with partners.
A Future Still Shrouded in Ambiguity
The future of Xbox hardware is unclear, despite the flashiness of the AMD announcement. Will Microsoft create an entire range of devices with its own design, or will it be more reliant on Asus to carry the brand into the handheld and console space?
For now, the statement offers more questions than answers. Both gamers and industry watchers will be closely looking for more clarity; especially, as new devices appear under the Xbox umbrella (whether made by Microsoft or not).
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