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About That Xbox Name

Last week, the internet was abuzz after a surprise reveal by Microsoft laid out its next-gen console, and finally bestowed it a name: The Xbox Series X.

Among the reactions, both the name and the design seemed to be equally polarizing. We offered our cursory analysis of the design last week (based on the renders) and noted its similarity to a mini PC tower — as pretty much everyone else did. For past consoles, Microsoft has chosen a name that, in one way or another, was intended to reflect the console’s purpose. However, “Xbox Series X” doesn’t immediately conjure any purpose to mind — other than to maintain the laughable banality that the letter X must be gamers’ favorite letter in the alphabet.

Now, Microsoft has indicated that the Xbox Series X is more of a model name, and it seems the unveiling at the Game Awards was more intended as a rebranding. Microsoft offered some clarity in speaking with Business Insider. “The name we’re carrying forward to the next generation is simply Xbox,” a Microsoft representative explained to Business Insider. “And at The Game Awards you saw that name come to life through the Xbox Series X.”

There you have it. The new Xbox is just… Xbox.

“Similar to what fans have seen with previous generations, the name ‘Xbox Series X’ allows room for additional consoles in the future,” a Microsoft representative told Business Insider. This isn’t unlike what Microsoft has done (confusingly) this generation with the Xbox One X, Xbox One S and Xbox One S All Digital. Microsoft is suggesting that this naming convention will help simplify console lines under the Xbox brand, and it also more or less confirms rumors of Project Lockhart, which has been rumored as a less powerful next-gen console being developed alongside the Xbox Series X. That console could land in the form of the Xbox Series S. We’ll see.

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