Those near the playground have undoubtedly seen the
teeter-totter on whether or not Microsoft is secretly cooking up a Blu-ray Disc
drive add-on for the Xbox 360. A report from Taiwan’s DigiTimes stated that Lite-On
is working on such a Blu-ray Disc accessory for the Microsoft console.
Not unexpectedly, Microsoft representatives were quick to
deny the report’s validity, saying to TechRadar, “Lite-On is not manufacturing Blu-ray
drives for Xbox 360. As we have stated, games are what are driving consumers to
purchase game consoles and we remain focused on providing the largest library
of blockbuster game available.”
Such comments reflect Microsoft’s
attitude around the fall of HD DVD, which the company said would not affect
the attractiveness of the Xbox 360.
The Microsoft representative added, “For our customers who
want a premium movie experience we offer the largest library of on-demand HD
content available and the ability to play back DVDs in high definition.“
Aaron Greenberg, group product manager for Xbox 360,
pointed out in an earlier interview that digital downloads were the current focus
on delivering high-definition movies to its consumers. “We're the only console
offering digital distribution of entertainment content,” he said.
While the constant rumors of a Blu-ray Disc drive for Xbox
360 makes it seem almost inevitable, Microsoft could be holding back
confirmation of a device for a number of reasons. For example, it may have
contractual agreements not to announce such a product until it is finalized, or
perhaps Microsoft is taking a wait-and-see attitude depending on the growth of
its Xbox Live Marketplace.
High-def movie addicts who now find themselves without any
new content to feed their HD DVD drives may feel compelled to turn to digital
download solutions rather than buying a Blu-ray Disc player. Those that demand
physical media may look to Xbox 360’s prime competitor, the PlayStation 3 which
could help explain the sudden sales
rank surge of Sony’s console.