"We don't need to do incremental hardware for our own benefit", says Xbox boss Phil Spencer, as the PS5 Pro continues to wonder 'Was it something I said?'

"We think about hardware that can create unique value for our players or creators on our platform. We don't need to do incremental hardware for our own benefit."

"Does a new device really give you a unique experience on screen in some way? [It's] less like the old days, going from the original Xbox to 360; that was standard definition to high definition. Now, [it's] harder to show the benefits."

Spencer's comments suggest skepticism about mid-cycle upgrades like the PS5 Pro, indicating it may struggle to justify its existence in the eyes of consumers.

He acknowledged that not everyone will be a fan of Xbox's new slogan/ad campaign, which some find unoriginal and lacking simplicity in branding.

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