Is this still an Xbox? It seems that Microsoft’s assertive campaign, which aimed to market the Xbox as more than just a gaming console—suggesting it could be accessed on all sorts of devices—has been quietly terminated. This campaign even took a humorous jab by implying it could run on toasters (which, of course, is a bit of an exaggeration).

Recently, it was observed that the “This Is An Xbox” blog post, along with its promotional visuals showcasing laptops and televisions, has disappeared entirely. If you attempt to access the original link, it now leads to a 404 error indicating that the page is not found.

A search for the ‘This is an Xbox’ tag on the Xbox site results in a blank screen, suggesting that this controversial marketing strategy has indeed been laid to rest. The campaign’s end comes shortly after key figures, Phil Spencer and Sarah Bond, associated with the initiative, announced their exits from Microsoft.

Last month, Spencer disclosed his retirement after almost 40 years with the company, while Bond’s departure was unexpected; many had thought she was the frontrunner to take over Spencer’s role. However, that position has been filled by Asha Sharma, who was appointed as the new gaming CEO in February.

Alongside the apparent cancellation of the “This is an Xbox” initiative under her leadership, Sharma has also revealed that the next generation Xbox will support both console and PC games. Referring to it as Project Helix, she emphasized that it will focus on delivering superior performance.

During GDC this week, Microsoft shared additional information about the upcoming Xbox console, detailing some of the features that will be part of the early stages of Project Helix.