The corporate giant is keeping any word on their next Xbox console generation a very low key topic of discussion; they expect the Xbox 360 to have a long cycle.
"It's a continuous process," said Robbie Bach, president of the entertainment and devices division. "We're always thinking about new ideas and new things."
Bach has said it’s just too early to be discussing the next-generation of the Xbox console whilst in an interview with SFGate. The first Xbox had a short lifespan for the company because they had "entered the market a little bit later in the cycle."
"In terms of our actual thinking about that, we started thinking about the next generation before we finished creating the last one. It's a continuous process. We're always thinking about new ideas and new things. We don't have anything specific to talk about. There are so many things going on in the current generation that will keep us more than occupied for the foreseeable future."
The future of Blu-ray on an Xbox platform still remains an uncertainty but Bach remarked that the high definition war wasn't quite over yet.
"Our plan continues to focus on high-definition experiences. Xbox 360 has a great ability to deliver those through the Xbox LIVE service," he said. "It's a great way to get the high-definition concept because it's right there. There's no additional media. There is nothing you need to purchase.
His cast his doubts over the 'victor' of the format war saying the Blu-ray player market hasn't "seen the acceleration everybody expected."