Xbox chief says next-gen consoles must become more affordable
Xbox CEO Asha Sharma warned that rising costs could limit mass-market adoption of future consoles and said the company will explore new business models to lower prices.
Xbox chief Asha Sharma told Fortune that the industry has reached a point where many consumers cannot afford the high price tags of upcoming console generations. She said the company’s next-generation project, dubbed Project Helix, will focus on making the hardware accessible rather than pursuing only top-tier performance.
Sharma added that “radically different business models” are expected to emerge later this year to address affordability concerns. The remarks followed the recent Xbox 2026 showcase, during which the firm announced a limited-edition translucent green Xbox Series X slated for release in the fall, though pricing details were not disclosed.
Industry analyst Matthew Ball, who recently joined Xbox as head of strategy, echoed the concerns, describing the current market conditions as “bad for players, bad for platforms.” He said the company is rethinking the console model in a way that adds value without excluding consumers.
Xbox has also adjusted its subscription pricing, lowering the Game Pass Ultimate tier to $23 per month after a previous increase led to a loss of subscribers. The company indicated that the price reduction would be accompanied by changes to its day-one download offerings. Overall, executives indicated that future competition among consoles is likely to be driven more by price than by raw performance.