Pretend You're Not Dead: Microsoft Spent Almost Two Decades Rebranding Things as "Cloud, Then "AI", Now "XBox" and "Quantum"
Last week: "Nobel" Exploited Posthumously for "AI" Hype, Now They Do the Same With "Quantum"
Earlier this year: Hype Watch: Weeks After Microsoft Disappointed Investors With "Hey Hi" It's Trying Some "Quantum" Hype (Adding Impractical Vapourware to Accompany This Hype and Even LLM Slop in 'News' Clothing) | IBM's CEO Has Become a Stochastic Buzzword-Generating Machine
The "XBox" identity/brand (like morale) is dying, with developers and vendors no longer wanting to invest in it, stock it, develop for it. So Microsoft took ROG Ally (WINDOWS), tried to rebrand it as "ROG Xbox" so as to pretend XBox is NOT dead. This week we already see lots of vapourware and puff pieces about OLD Windows devices. Windows, not XBox. Those are most likely being spread to DISTRACT from the DEATH of XBox. They pretend that XBox has a concrete future and it'll be some handheld console, but all they have to show is some old Windows gadget. And some reviewer correctly points out "THIS IS NOT XBOX!" This is rebranding.
They try to change what the brand "XBox" means (like online services, not a console, basically DRM over the Net).
They previously rebranded a company they bought as "XBox" or "Games" to pretend that the "Entertainment" business was growing even though in reality it was dying fast (XBox sales down 50% in one year).
We've meanwhile found these in this week's news:
That's in Microsoft's MSN.
Also this:
Seeing that "hey hi" is a passing fad (even Intel's former chief admits so; he's one of many already, publicly calling it "a bubble"), they look to rebrand things.
So "XBox" isn't dead. Microsoft will just rebrand some things as "XBox". What next, XBox 11?
The "cloud" things will be rebranded as "hey hi", then "quantum" and whatever comes next. █