Update: Xbox One branding was also removed from mobile applications.
A curious change has just occurred on the Xbox Store. Beforehand the buy button used to say “Buy Now for Xbox One” on all titles but now it says “Buy Now” everywhere. I believe that this might be due to the announcement of an updated Xbox One, maybe even the rumored Scorpio, or maybe even another Xbox console which doesn’t have the same name as Xbox One but is designed for more casual gamers.
Beforehand:
Today:
Another aspect to keep in mind is that this might be part of the recent merger between the Xbox Store and Windows Store. I doubt it though because the Preview program for the combined stores has been out for days now and why would they change it right before E3? It’s curious that the Xbox One branding would be removed right before a major event which many insiders say will lead to the release of a new Xbox console. What do you think? Awfully suspicious, right?
Asher is a games journalist, former News Writer (Gaming) at Windows Central. They contributed 1110 articles to ICXM between 2015–2017, focused on opinion pieces, game reviews, Windows and PC, and Xbox news: wrote over 1,100 ICXM pieces on Xbox news, hardware reviews, and platform commentary before joining Future plc’s Windows Central in 2017.