A huge report has come out today about the supposed behind-the-scenes details of Phil Spencer's Xbox retirement, Sarah Bond's sudden departure and the arrival of new Xbox boss Asha Sharma, and the bit that everyone's focusing on is centred around the "Xbox everywhere" strategy and how pivoting away from console apparently hasn't worked out.
In The Verge's report, it's claimed that the controversial "This is an Xbox" strategy was led by Sarah Bond under the direction of Phil Spencer, and that the strategy had been "failing internally and questioned multiple times".
The report suggests that the idea was (obviously) to "reach potentially millions more Xbox customers" by prioritising the likes of mobile and the cloud over console, but that "the result has been a classic case of chasing tomorrow’s customers by neglecting today’s". It's even said that the initial "This is an Xbox" marketing campaign "offended many Xbox employees internally".
In the process, it's mentioned that "Xbox hardware revenue has declined for three financial years in a row" and is likely to continue declining in 2026, which therefore signals that the "pivot away from console hasn’t gone well for Xbox".
You can go and read the whole report for yourself via the link above if you wish, as there's a lot more detail that you might be interested in. We'd just encourage you to remember that it's only a report citing unknown sources, and Microsoft might have a very different idea of what "failing" and "questioning" actually means in regards to this strategy.