Mike Ybarra does not leave Xbox alone: another bitter criticism of its current strategy review

The former Xbox executive again criticizes Microsoft's strategy, but this time does so with a tone that borders on provocation.

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It seems that Mike Ybarra is still struggling to move on from his old home. The former face of Xbox is once again lashing out at Microsoft, this time openly questioning the company’s current strategy with the Xbox brand and its console lineup. In his own words, “only an idiot would keep manufacturing hardware when all games are or will be third-party“. A statement that, at the very least, hasn’t gone unnoticed.

Everything stems from a criticism of the “This is Xbox” campaign, with which Microsoft aims to reinforce its multi-platform vision by showing that Xbox is more than just a console: it’s also a service available on mobile devices, PC, or even the new ROG Xbox Ally. However, for Ybarra, this strategy dilutes the brand’s identity and, in his words, “only creates confusion“.

A vision that doesn’t convince (or surprise) Xbox fans

Ybarra also pointed out that the adoption of Windows 11 on the ASUS laptop is “the right decision”, since (according to him) the Xbox system “lacks exclusives“. A comment that many fans of the brand have interpreted as a provocation rather than constructive criticism.

The former executive suggests that Microsoft should refocus on traditional hardware and exclusive titles, even if it means losing money, to “regain brand clarity“. However, the reality is that Xbox is experiencing one of its strongest moments, with Game Pass expanding, new projects in development, and more diverse hardware than ever.

Just another tantrum

It seems that Ybarra still has unfinished business with the division he once led, but at this point, his words sound more like a simple venting of frustrations rather than advice.