Xbox's Project Helix to Be a Device Family, CEO Says
Xbox CEO Asha Sharma told an internal town hall that the 10th-generation Xbox, Project Helix, will span multiple devices under a four-pillar strategy.
Xbox CEO Asha Sharma told an internal town hall for Microsoft gaming employees that the 10th-generation Xbox, called Project Helix, will be built as a "device family" rather than a single product, according to inven.co.kr.
Sharma said some devices in that family will be made by Microsoft itself, while other form factors will be produced in partnership with other companies. She also reaffirmed that consoles will remain a core pillar of the Xbox business in its next-generation plans.
The plan was presented under a four-pillar strategy Sharma described as "Core, Content, Creation, Connection."
US hardware market under pressure
The strategy lands amid a difficult stretch for console hardware in the US. According to Circana data, Xbox hardware sales through August fell 33% year-on-year, while PlayStation sales fell 25%.
Average selling prices moved in the opposite direction: Xbox consoles rose 26% year-on-year to $529 in the US, and PlayStation rose 20% to $597.
In October 2026, Circana senior director Mat Piscatella described the US console hardware market as being in its most precarious situation since the early 1980s. Windows Central reported in October 2026 on Sharma's internal town hall, citing an obtained recording and additional sources.
Quick answers
What is Project Helix?
It is Microsoft's name for the 10th-generation Xbox, which CEO Asha Sharma said will be built as a device family rather than a single product.
Will Microsoft make all the Project Helix devices itself?
No. Sharma said some devices will be made by Microsoft, while other form factors will be made in partnership with other companies.
How did Xbox and PlayStation hardware sales perform in the US?
Xbox hardware sales through August fell 33% year-on-year and PlayStation fell 25%, according to Circana.