Nothing that MS is doing this gen, seems to be helping their sales, as much as they hope that it would. Imo, they're still feeling the effects, of the horrible system launch, with the DRM policy and all of that good stuff. I would like them to gain a little ground, for those of you that like the Xbox brand, . I for one, have never been completely sold on the brand. I had the original Xbox and rarely played it, outside of Star Wars KOTOR, Halo, and a few other games. Sony has always been the better system for my gaming needs, as i pretty much only play games on my PS consoles, don't really care about what else my console can do, outside of that. Outside of playing games, i occasionally use Amazon Prime on my PS4, that's about it. I have always felt that Sony also has a better and more broad array of games to play, as well.
I don't care about console unification personally, as i rarely ever play games online. I can see how it'd benefit some gamers, but it'd also take away the need for somebody to buy the other console, which is just a bad sales strategy, imo. MS needs to figure out what their customers want the most out of their system, and make it so. They need to get the rest of the world to trust their brand, or nothing is going to change. BC isn't giving them the sales boost, that they hoped for. Not as many people care about Windows 10, as they hoped, either. Sony seems to be succeeding at giving their customers what they want, as their customer base just keeps growing, at a healthy rate. They really don't need to change anything with their current strategy, imo.