Xbox CEO Asha Sharma Pledges Innovation to Cut Project Helix Price in Next 100 Days
Updated
Updated · Pure Xbox · Jun 5
Xbox CEO Asha Sharma Pledges Innovation to Cut Project Helix Price in Next 100 Days
2 articles · Updated · Pure Xbox · Jun 5
Summary
Project Helix affordability became a stated priority after Xbox CEO Asha Sharma said the next console is only “expensive if we do not innovate” and tied lower pricing to changes in business model and go-to-market plans.
Rising memory and storage costs—pressured by AI demand—are driving hardware inflation across the industry, Sharma said, arguing Xbox cannot simply pass those increases on to buyers during a broader hardware crunch.
Sharma said her first 100 days focused on listening and launching a “revive Xbox” effort, while the next 100 days will center on resetting the business to restore growth and make products more affordable.
Xbox still plans to discuss its next console later in 2026, but Sharma indicated Project Helix will not appear at this Sunday’s Xbox Games Showcase.