Why call it the Xbox ONE when it's the THIRD Xbox?

because it's cool

^{They want to be Apple}

Because they can.

Wow you're elequent. Any argument against you is immediately invalidated.

Because... who knows.

Its an endless circle 1 360 1 360 1.

Next Xbox will be called Xbox 360 again the circle continues.

Because they want you to forget that they made other consoles that didn't treat you like a potential criminal.

I honestly think MS would have been smarter to call it Xbox Neo.

Because it represents the whole "all-in-one" concept. I get it. I just think it's a terrible name.

But infinity, fusion weren't great either.

Xbox 8 was decent.

But if they called it the X3 dropping 'box' that would also been nice.