In a recent interview with The Game Business, Microsoft's latest Chief Strategy Officer (CSO), Matthew Ball, has revealed that he was asked by CEO Asha Sharma if the Xbox brand was 'fixable'. With Sony and Nintendo outpacing Xbox in hardware sales this generation, and the console market facing mounting external pressures, Ball's response sheds light on a critical juncture for the gaming giant. In her recent appraisal of Xbox's current state, Sharma hinted at potential layoffs to streamline costs. Known as an industry analyst veteran and creator of popular annual video game reports, Ball joined Xbox to fortify the business and guide the company's plans for its upcoming Project Helix, next-generation console, amidst ongoing component shortages. During his conversation with Sharma, he asserted his strategic optimism, stating that he believes in the achievability of her ambitious vision for Xbox. In the past 100 days, Sharma has made significant changes to Game Pass pricing and Call of Duty availability while reigniting the debate on console exclusives by securing Gears of War: E-Day and Clockwork Revolution. With a focus on making the business healthier, Sharma plans to explore expanding Xbox's horizons further. In addition to executive reshuffles, console feature updates, and the discontinuation of Copilot AI development for Xbox consoles, the controversial "This is an Xbox" marketing campaign has also come to an end. As part of a business 'reset', Sharma aims to implement changes over the next 100 days, potentially leading to layoffs in response to the division's disappointing 3% accountability margin being made public. Rumors suggest that Xbox may double down on its flagship franchises like Halo, Forza, and Gears of War while reevaluating its studio portfolio, which could impact small developers. According to a Bloomberg report, job losses are expected in July alongside cuts to marketing budgets and other business areas. In a Twitter post last night, Sharma shared the challenges Xbox faces as they navigate this critical reset phase, emphasizing transparency and innovation as key drivers for success.