GamingHardwareTechnology

Xbox Teases Premium Next-Gen Console Strategy Amid Shifting Brand Focus

Xbox President Sarah Bond has indicated the next Xbox will be a “very premium, high-end next-gen console experience,” signaling a potential shift away from budget-friendly options. The comments come as Microsoft restructures its gaming business around cloud, AI, and ecosystem integration while facing increased player skepticism about the brand’s direction.

Xbox’s Premium Console Vision

Xbox President Sarah Bond has provided the strongest indication yet that Microsoft’s next console will position itself in the premium gaming hardware market, according to recent interview comments. During a discussion about the ASUS ROG Xbox Ally handheld device, Bond described the future of Xbox hardware as focusing on delivering what sources indicate will be a “very premium, high-end next-gen console experience.”

GamingHardware

Xbox President Defends Premium Pricing for New ROG Ally Handheld Gaming Devices

Xbox President Sarah Bond has expressed confidence in the premium pricing of the new ROG Ally handheld gaming PCs. According to reports, the $1,000 Ally X and $600 base model have generated overwhelming demand despite mixed critical reception. Bond emphasized that pricing decisions were led by manufacturer Asus based on market research.

Premium Handheld Gaming Market Expands with ROG Ally Launch

The gaming industry continues to evolve with mobile gaming becoming increasingly sophisticated, and Microsoft’s latest entry into this space comes with a significant price tag. According to reports, the newly released ROG Xbox Ally X carries a $1,000 price point while its lower-specced sibling retails for $600, positioning both devices at the premium end of the market trends for handheld gaming PCs.