Will the XBOX 360 Successor Simply be Named ‘XBOX’?

If you’re familiar with the goings on at Microsoft, then I’m sure you’ve heard a little something about Windows 8. It’s a new direction for the company and something that Microsoft hopes will bring true convergence to their products and services across every category. The XBOX brand is playing a major role in this company-wide transformation, and I think that a minor (unannounced) update made on their Windows Phone platform today may revel some small yet significant info about the XBOX brand moving forward.

Microsoft’s Windows Phone platform has featured an ‘XBOX LIVE’ app since it’s inception. And since then, it’s been emblazoned with the XBOX LIVE colors and a logo that we’ve all become familiar with. Just today, the phone app not only dropped ‘LIVE” from it’s name, its also launched a refreshed silver colored logo, one that simply reads ‘XBOX’.

This week, Microsoft unveiled it’s official plans for Xbox Music; a Spotify-esque music streaming service set to replace their Zune service. It’s Microsoft’s way to help tie together the experience of their products and services with their upcoming launch of Windows 8; their latest operating system which will have it’s official unveiling at the end of the month.

With that in mind, it’s quite intriguing that the XBOX LIVE app is getting a refresh around the same time that these other significant company changes and product launches are happening.

For those of you that think it would be a silly move for the next XBOX to go against the grain and not have a numerical successor to the 360, I hate to break it to you but ‘XBOX 720’ and ‘XBOX 8’ doesn’t really sound that much better than the alternative I’m suggesting here. Also, keep in mind that the XBOX brand has (arguably) been the best product Microsoft has put out in the last 10 years, and company executives have been quoted time and time again saying that it is the XBOX brand is what will “lead the way” for the company moving forward.

Why muddle up that brand name with any stupid numbers?

Remember, earlier this year, Apple followed up the immensely successful iPad 2 with simply ‘the new iPad’. Don’t be surprised if at next year’s E3, we simply get the new “XBOX.”




Join the Discussion

  • Mr. Sir

    This is a pretty stupid idea, considering there’s ALREADY a console named XBOX, BEFORE 360.

    • Dr. Sticks

      The point the author is making is that it’s a possible re-branding.

      It’s not terribly uncommon. Especially since the original Xbox has far outlived it’s relevancy.

      • VinLAURiA

        But Xbox is first and foremost a game console, and no game console in the history of the industry has ever had the same name as its predecessor. It can’t, considering that each new system isn’t merely an incremental upgrade but a brand new platform.

        iPad 3 being called “The New iPad” doesn’t really matter, because iPad is a tablet – a mobile “smart” device, not a game system. Not only is it an incremental upgrade, it’s even then still not the same exact name (NEW iPad.) Microsoft calling their third console the Xbox would create brand clashes with their first console. You wouldn’t see Nintendo having called the Wii U “The New Wii” (causing even further confusion) or Sony having dropped the numbering for the PS4 and just come out with another “PlayStation.”

        Games themselves… different story. But it’s just common game industry logic: one system per name.

        • Mike

          if you don’t call it simply “the new Xbox,” then what do you call it? Everyone you talk to refers to the 360 as “Xbox.” You don’t tell your friends, “hey want to play some Xbox 360 later?” Nor do PlayStation users say, “hey, want to play some PlayStation 3?” its just playstaion or PS3. Plus you cant really call it Xbox 720, its predictable and bland, everyone is assuming it will be called Xbox 720, but does it really matter? They could call it Xbox (insert some stupid saying) and people will still refer to it as “Xbox.”

  • Gridloc

    Yeah but that had green letters this XBOX is silver… Geeez

  • Imagine the confusion this would create.

    They should just call it Xbox Next.
    People can be liek “Oh yeah I got dat new ass game yo on teh XN. It’s teh sex”

  • dirkradke

    The assumption that people will understand that “xbox” means the next “xbox” is stupid. You will need some sort of identifier that indicated the “next xbox console”. If you don’t you’re setting yourself up for failure with people trying to buy it, service it, and sell it. You’re assuming your marketing is going to work and everyone is going to know what you’re talking about?

  • DA

    I think you will find this is due to the fact you will for a while have games releasing on 2 generations of xbox (360 and 720??) so rather than complicating matters by having a label for each its just ‘xbox’.

  • mrdigbick

    Hmm I think they should be careful if this is the road they are going down as apple may jump on the defensive and sue Microsoft saying hey that’s our idea we innovated that first give us a billion dollars !!
    Just like they did to Samsung ! 😛 😀

  • i guess it could work, but then people would have to say “original xbox” when talking about the best game console ever.

  • Earl Evans

    Considering the “XBOX” and “The Xbox” are NOT the same name, is similar to Sony rolling out PSOnes when the PS2’s were just coming out, and the PlayStation Large and Slim) was the hardest gaming rig out. PlayStation and PSOne’s set a stage for naming convention that I believe we will see more and more of; Instead of differing Super Versions of Game specific Xboxs’ and PS’, we may soon be remembering Model Numbers as the more important detail. I.E. The PS3 85000N(sic) with backward compatability is arguably more valuable than the SuperSlims