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Xbox CEO Hints at Future Console Rental or Subscription Model - console|
| (hx) 07:15 PM CEST - Jun,17 2026 | 
Xbox CEO Asha Sharma has suggested the gaming industry may move away from traditional console purchases toward monthly rental or subscription programs.
During a Fortune Brainstorm Tech event, she stated it’s becoming hard to imagine mass audiences continuing to spend thousands of dollars on future console generations.
The comments have gone viral, with many interpreting them as a shift toward a “you will own nothing” model where players pay ongoing fees instead of buying hardware outright.
Xbox has previously tested financing options like Xbox All Access, which bundled console payments with Game Pass subscriptions.
Critics argue this could lock gamers into perpetual monthly costs without true ownership, while the company explores "radically different business models" expected later this year.
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