Your Smart TV is no longer an Xbox. Neither is your phone, tablet or headset. Microsoft is shifting strategy, stepping back from the idea that every device can be an Xbox via cloud gaming.
You have probably seen the 'This is an Xbox' messaging used to promote the Xbox app on platforms such as Smart TVs.
You may also remember how Microsoft talked about reaching billions of gamers through cloud gaming via the Xbox app.
The strategy fell short
It was a strategic push by Microsoft to transform Xbox from a physical console into a gaming service (Xbox Game Pass) that could run almost anywhere – albeit not without compromises.
However, the strategy has fallen short. Sales of physical Xbox consoles have declined sharply, without Xbox Game Pass subscriptions growing at the pace Microsoft had expected when it acquired Activision Blizzard for $68.7 billion. The company has since stopped reporting subscriber numbers.
Microsoft's “This is an Xbox” campaign is now a thing of the past. Photo: MicrosoftNo longer an Xbox
Not long after Microsoft parted ways with Xbox CEO Phil Spencer, who was replaced by Asha Sharma in late February 2026, people began noticing that references to 'This is an Xbox' disappear from Microsoft's websites.
The strategic shift has now been confirmed to Windows Central.
- "Asha retired 'This is an Xbox' because it didn't feel like Xbox," a Microsoft spokesperson said. "She is personally leading a reset of how we show up as a brand."
In the meantime, Microsoft has announced plans to merge Xbox and PC gaming and open up consoles to other game stores.
Also read: Valve delays Steam Machine & Steam Frame, warns of higher prices
What will happen to Xbox apps?
The Xbox app is currently available on Windows, LG Smart TVs, Samsung Smart TVs, Amazon Fire TV and select VR headsets.
At CES in January, Microsoft said that the Xbox app would soon launch on Google TV, but it remains unclear whether the strategy shift will affect the rollout – or existing supported platforms.
Next-generation Xbox and PlayStation 6 are expected no earlier than late 2027.
- Source: Windows Central
