The Xbox brand has been through many highs and lows over the years, and it's safe to say its current position is akin to a stalled rollercoaster cart so close to the ground its inhabitants can just step out and grab an ice cream cone.
Hardware sales and overall revenue have been on a steady decline for months. After cutting thousands of Xbox jobs, canceling numerous projects, and shuttering studios in 2025, Microsoft announced a buyout program for employees to leave voluntarily, a first in the company's 51-year history. Longtime Xbox boss Phil Spencer and president Sarah Bond abruptly left the company in February, replaced by Asha Sharma, former product development lead and president of Microsoft's CoreAI product, and a promoted Matt Booty. As it turns out, it's Sharma who says the brand needs a full-blown "reset" during a recent interview.
