Microsoft denys claims that major retailers are pulling Xbox consoles from retail shelves
No, Target and Walmart are not removing Xbox products from store shelves in the US
Following rumours last weekend that both Target and Walmart were removing Xbox products from retail shelves, Microsoft has been forced to issue a statement confirming that both retailers “remain committed partners”. These rumours follow last week’s confirmation that Microsoft has not cancelled its next-gen Xbox plans.
These rumours stem from growing discontent with the Xbox brand amongst gamers. This month, Microsoft hiked Xbox Game Pass Ultimate pricing by 50%. This year, Microsoft’s Xbox Series X/S consoles have also seen two separate price increases in the US. Furthermore, many Xbox Studios have faced layoffs this year. These changes have angered gamers and have made many question if the Xbox brand has a future.
Target and Walmart, among other retailers, remain committed partners for Xbox consoles, accessories, and games.
– Microsoft
The reason these stories have gained traction is the investment many have in the “Xbox is dying” narrative. This has allowed rumours to circulate unquestioned, and shows that Microsoft has lost control of the narrative surrounding Xbox.
Simply put, Microsoft needs to regain control of the Xbox narrative. They need good news to give gamers, and they need to showcase a clear path forward for the brand. Rumour has it that 2026 will be a big year for Xbox, with a new Forza game, a rumoured Halo game, and Gears of War: E-Day. Will 2026 be the year that things turn around for Xbox?
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