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They don't want to copy Sony and just increase the console numerically, but they don't want to be like Nintendo and change the name of the brand every generation.

So the next name will be Xbox + [anything]. It really doesn't have to make any sense in it, either. As long as "Xbox" is in the name, and they don't go down the path of "Xbox 1, Xbox 2, Xbox 3, etc", people will know it's the next Xbox.