Overview
- The original Xbox Wire announcement and related tag pages for “This is an Xbox” now return 404 errors, effectively retiring the campaign online.
- The rollback follows leadership changes as Phil Spencer retired and Sarah Bond, widely reported to have championed the slogan, departed the company.
- Asha Sharma has reiterated a focus on native hardware and introduced next‑generation plans under Project Helix, which Microsoft says will play Xbox and PC games.
- Campaign remnants remain public, including YouTube ads and social posts, even as official web references are removed and Xbox merch tied to the slogan has been phased out.
- The broader platform push struggled with execution, with the long‑promised Xbox mobile storefront still not launched despite earlier announcements.