Xbox is now XBOX

Xbox just allcapsmaxxed: meet XBOX. This isn't a joke, Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran a poll on X earlier this week, asking fans whether Microsoft should use Xbox or XBOX? The results were in favor of XBOX, and the company has now renamed its X account.

Curiously, the Threads and Bluesky accounts for Xbox haven't been renamed yet, but if Microsoft is going ahead with a rebranding then I'd expect those will change soon.

The use of all caps for Xbox is a return to original form. Microsoft's first Xbox logo for its console was all caps, and the company has favored using similar capped ver …

Read the full story at The Verge.