Just a few weeks ago, Xbox chief Phil Spencer commented that the next-generation Xbox would have a name that reflects its utility, later confirming the name of the monolith-like box as Xbox Series X. The broader name for the presumed family of new Xbox consoles is just that, ‘Xbox’, eschewing anything more complicated beyond the back-to-basics title first given to the product line in 2001. While there is a belief percolating among some that Microsoft is shooting themselves in the foot with such a confusing name, the tech giant might just be prepared for a little bit of brand confusion in the pursuit of a grander goal.
Source: IGN.com The Xbox Brand Is Too Big To Care About Next-Gen Confusion