Don Mattrick has taken to the stage in America to reveal the brand new Xbox.
Called the ‘Xbox One', the tagline is: "For the first time you and your TV are going to have a relationship."
Furthermore, the machine will be launched worldwide later this year.
Cloud is to be a significant feature of the new console and one that Microsoft argues will open up new possibilities not available with the current generation of machines.
Mattrick says the new machine will offer inspiration” for the world's best games creators with simple, instant hardware that puts users at the centre of the experience”.
Kinect still takes centre stage, particularly for the dashboard interface.
As rumoured, live TV will play a prominent role with the new machine with users able to instantly swap between TV, gaming and music simply by telling the machine with the voice.
It's not yet clear whether the TV functions will require regional compatibility or whether cable or satellite boxes will be universally compatible.