Xbox CEO: 'Not in a Healthy Spot,' Plans 100-Day Reset

New Xbox CEO Asha Sharma used a Bloomberg Tech debrief to sum up her first 100 days and outline the next 100. She said her initial task was to understand the “soul of Xbox,” a question fans have pressed since her unexpected appointment. Sharma warned that hardware costs are rising with AI, memory and storage expenses increasing “2.75 times rather than 50 percent down.” She added that Xbox still subsidizes consoles even when losing money because of those costs, and said her next 100 days will focus on making Project Helix affordable through innovation.

While Sharma sees the console remaining core, she said Xbox will also push into PC and mobile and stopped short of committing to in-house handhelds. She made several managerial decisions, including ending the Xbox Copilot initiative, and rejected the idea that she must hit rigid 30-percent margins, saying her mandate is to make Xbox the number one gaming and entertainment company.

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