Saving Xbox Means Defeating Microsoft Itself, Not Just the Competitors

Jez Corden argues that Xbox’s biggest obstacle isn’t rival platforms but Microsoft’s own short-term, margin‑driven mindset. The post‑Activision mindset of chasing a 30% profitability target has degraded Xbox hardware stock, inflated prices, and undermined exclusives and customer trust. With Asha Sharma taking the helm, the piece contends Microsoft must embrace long‑term, subsidized investment across Xbox hardware/PC and broader strategy, or risk further decline as competitors gain ground and users drift to other ecosystems.