There have been some rumors going around that Microsoft has plans to drop the Xbox brand, along with some of its other brands, especially with Stephen Elop taking charge of Xbox. At SXSW however, Microsoft’s Phil Spencer officially refuted those claims.
According to Spencer, both CEO Satya Nadella and Stephen Elop are “extremely committed to Xbox.” He went on to remind fans that Xbox is one of their most popular brands, and that they have no intention of abandoning it. He even described the ongoing console war as a positive thing for the gaming industry overall.
It wouldn’t make sense for Microsoft to drop Xbox, and we never took much stock in the rumors, but nevertheless, it’s good to hear an official answer.