"All of the industry needs to start to innovate on affordability and efficiency" - Xbox's Asha Sharma wants change and "more choice" for people buying consoles

<img src="https://assetsio.gnwcdn.com/asha-sharma-xbox-showcase-2026.jpg?width=690&amp;quality=85&amp;format=jpg&amp;auto=webp" /> <p>As component prices balloon, the expectation Microsoft will take a different tack with the next generation of consoles has been reinforced by Xbox boss Asha Sharma, who has declared that "all of the industry needs to start to innovate on affordability and efficiency".</p> <p><a href="https://www.eurogamer.net/xbox-console-affordability-price-asha-sharma">Read more</a></p>