Microsoft expects consumers to 'figure out' which Xbox is which

The best way to keep a job as a marketer is to never go off message. That's precisely what happened when I interviewed Xbox's head of console marketing Albert Penello on our E3 stage this week. While he was more than happy to talk about the Xbox One X's tech specs and the impact 4K gaming will have on everyone, asking harder questions about Xbox as an organization resulted in a lot of non-answers. But there were a few tells.


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