Microsoft considered calling new console Xbox Infinity

Xbox Infinity was a strong possibility for Microsoft’s next-gen branding, the company admitted.

The Xbox Infinity branding (or Xbox ∞) was first mentioned as long ago as July 2012 after Microsoft was spotted fighting to win the rights to the Xbox8 URL.

Infinity then reared its head again shortly before the new console’s reveal in May.

The name Xbox Infinity was in the running, I can say that,” Xbox’s senior director of marketing and planning Albert Penello told Forbes. They’re crafty. Who’s to say that they didn’t leak that name out in the weeks ahead of the launch? They are very crafty.”

So why Xbox One, then?

That’s actually from the brand guys,” Penello added. The name is all them. We just wanted to make sure the hardware was solid. What it was called was top secret, even for many people on the team.”

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