Microsoft's latest Xbox marketing push reinforces the sales pitch that Xbox is a broad platform and ecosystem, not a console destination. In it, the company argues that basically every device you own is an Xbox. This is another marketing beat for the pile, but it's also a high-profile, carefully worded crystallization of what Xbox has been pursuing for years.
"Whether you have an Xbox console, PC, Samsung Smart TV, handheld, mobile phone, Amazon FireTV Stick, or even a Meta Quest, you have an Xbox," reads the description of a new YouTube video titled "This Is an Xbox." This line boils it down: "In fact, you're probably reading this right now from an Xbox."
