As much as phil and the rest of xbox want to make everyone believe that they do not care about unit sales and are not competing with Sony it will never work. It's obvious they care about it a very big deal. The strategy of xbox now is if you can't win the game, redefine the rules. They are now making the argument that the traditional console generation leap is the past and the new current model they are adopting is now socially correct. It's all very desperate and quite frankly.. - transparently so
Okay...do you have ANY knowledge about technology, cloud, software or anything other than videogames?
Because if you do, you would've seen where things are headed within the tech world. You don't have to like them, you don't have to support them, but you have to acknowledge them and prepare acordingly. Otherwise you'll pass as an ignorant ludite.
1) The moment each company decided they would go the x86 route is the moment generations died altogether. The x86 architecture IS "GENERATIONLESS" and ridiculously scalable, allowing devs and enthusiasts experiment with hardware to no end. Strictly speaking, the "9th generation" isn't a generational leap, but an upgrade in specs and processing power. Nothing more, nothing less.
2) From here to 7 years forward, don't expect the "10th generation" (if it ever comes to exist) to be a huge leap, rather "minor" improvement over what we have now, simply because the x86 architecture is reaching its limits and the transistors can't be shrunk any more than what currently TSMC and Samsung have researched, because if they do, they'd have to deal with electrons jumping from one transistor to another due to small size. There's a physics limit we can't breach with silicon and they'd have to change materials.
3) Gaming as we know and love is dead. It started the decline this generation and will end within the 9th one. Instead, a new form of gaming will evolve based on ecosystems. Why? because they're profitable. Google, Apple, Microsoft, Amazon, Facebook, etc... all have their own ecosystems from which they have a constant stream of revenue and will do everything in their power to keep the user locked to their ecosystem. They don't care about hardware as much (heck, even Google has its Pixel lineup) because they know that's not where the money comes from. Money comes from users and bussinesses that pay monthly fees for their services.
Why has Sony made PS+ mandatory to play online on PS4 and Nintendo charged for their online service? Because they'd be better? No, because it makes them far more money than single game sales can ever make them. They don't care about consoles sold. They care about how much active subscribers they have. A happy subscriber easily pays the price of 2 consoles over the generation lifespan by paying for the subscription and buying games in their own online stores (while taking a 30% cut from it).
Do you know now where Phil gets his acts from? The signs are there, the market has spoken and there's nothing we can do about it... except complain and bitch about it.