Xbox Experience Begins with Console but Extends Across All Screens If Players Choose to, Says Xbox President Sarah Bond
Nearly two years after stepping into the role of Xbox president, Sarah Bond has shared new insights into the future of the brand in a video interview with Fortune Magazine. The discussion provided clarity on Xbox’s evolving multiplatform strategy and reaffirmed Microsoft’s ongoing commitment to console hardware despite industry speculation.
The interview opened with Bond reflecting on her professional background, which includes leadership roles at McKinsey & Company and T Mobile, before shifting to her passion for gaming and her work guiding Xbox’s strategic direction. When asked about the company’s hardware plans within its broader “everything is an Xbox” ecosystem approach, Bond made clear that the console remains central to the Xbox identity.
“Hardware is absolutely core to everything that we do at Xbox,” Bond stated. “Our most valuable players, the people who love Xbox, love the hardware experience, and that is why we are working on our next generation hardware. It’s going to be a powerful experience, and one that enables people to take their library with them.”
Her comments align with ongoing industry rumors that the next Xbox console will deliver a significant power leap, potentially outperforming Sony’s upcoming PlayStation 6. Bond emphasized that while the console remains the starting point for many players, the broader Xbox vision is built around flexibility and continuity.
“The Xbox experience starts with the console, but then gives something to people that they can experience across all screens if they choose to, bringing their library, their community, their identity, and the store with them everywhere they go,” she explained. As Microsoft expands into PC, mobile, cloud streaming, and previously rival console platforms, this cross screen access has become a defining pillar of its strategy.
These comments also help quell persistent rumors that Microsoft might exit the console market entirely due to weaker Xbox Series S and X sales. Bond once again confirmed that Xbox is actively investing in next generation hardware and that the brand has no intention of abandoning console players.
Still, many gamers question the unique value of Xbox hardware now that all first party games launch on multiple platforms, including PC and sometimes other consoles. For years, Game Pass was the strongest counterargument, delivering day one access to first party titles at a competitive price. However, after a substantial 50 percent price increase to the Game Pass Ultimate tier the only tier that still guarantees day one access to all Xbox releases including the new Call of Duty even loyal fans have begun questioning the subscription’s long term value.
In the interview, Bond addressed misconceptions about Game Pass and its role within Xbox’s ecosystem. While the service is often compared to Netflix, she argued that Microsoft’s approach is intentionally broader.
“People have said that, and I think it’s that, but also more than that. We support every business model. If you want to subscribe, you can do that. If you want to buy your games and build your own library, you can do that too,” she said. “It’s about giving as much access and choice to people as possible, not locking into one model, and letting developers choose how they want to monetize their games.”
Bond’s remarks reaffirm that Xbox’s strategic north star is flexibility: hardware for those who want a dedicated console, PC and mobile for players who prefer open platforms, and a subscription option for those who want to experiment across their library. As Xbox continues shifting toward a more platform agnostic brand identity, its leadership remains focused on maintaining player choice while introducing a more powerful hardware future.
Do you believe Xbox’s next generation hardware will deliver a strong comeback for the brand? And is Microsoft’s “play anywhere” philosophy the right long term strategy for players? Share your views below.
