Asha Sharma clarifies the “return to Xbox” and reaffirms that everything starts with the console

The CEO explains in an interview that the future of Xbox starts with the hardware.

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The new CEO of Xbox, Asha Sharma, has directly addressed the doubts about her already commented expression “return to Xbox”. In an exclusive interview with Windows Central, the executive explained what she really meant and left a clear message: “Xbox starts with the console”.

Her statements come at a time of debate about the brand’s identity, especially after years marked by a multi-platform strategy and the growing weight of the ecosystem beyond traditional hardware.

“Return to Xbox” means recovering the original spirit

In the conversation published by Windows Central, Sharma nuanced that the “return” does not refer to reversing the current strategy, but to recovering the brand’s foundational spirit: surprise, experimentation, and the willingness to build something different. According to her words, it’s about going back to the energy that many fans associate with Xbox’s early years.

At the same time, she wanted to reassure more traditional players. She emphasized that she understands that users have invested time and money in the ecosystem for over two decades and that her commitment starts with protecting that base. Explicitly, she stated that her vision begins with the hardware and that more information will be available soon.

• “Xbox starts with the console”
  Makes it clear that hardware remains the brand’s strategic foundation.

• The “Return to Xbox” is a cultural reboot, not a radical model shift
  Does not mean abandoning the current approach, but recovering the original spirit of surprise, risk, and differentiation.

• Commitment to historical players
  Acknowledges that fans have invested years and money in the ecosystem and that protecting that investment is a priority.

• More hardware information coming soon
  Hints that there will be news related to consoles and devices in the short term.

• Reducing barriers between devices
  Wants to make it easier for developers to publish on multiple environments within the Xbox ecosystem.

• Xbox must be a great place for developers and players
  Reinforces the idea of strengthening both the community and creative appeal.

• Growth comes from the fans
  Indicates that the brand will grow from its loyal base, not by moving away from it.

The interview also suggested that Xbox will continue to work on reducing barriers between devices and making it easier for developers to publish on multiple platforms within the Xbox environment. However, the main message was clear: the future may be wide and connected, but the console remains the starting point.