Microsoft Rebrands Xbox to XBOX, Emphasizing Nostalgia for Original Console

Microsoft is rebranding its Xbox console to XBOX, using all capital letters. The change is intended to evoke nostalgia for the original Xbox console.

New Xbox head Asha Sharma takes over

The new head of Xbox is Asha Sharma, who comes from Microsoft's AI division. She has taken over from Phil Spencer. The rebranding follows a community survey where users preferred the all-caps spelling. The new logo uses the green color from the Xbox and Xbox 360 era.

Asha Sharma posted a question on X: "Xbox or XBOX?" The rebranding may signal a strategic shift towards AI and platform-independent services, but this is not confirmed.

The source for this information is ComputerBase. Microsoft has not confirmed the exact timing of the rebranding rollout.