Xbox CEO says RAM crisis means radical new business models needed for Project Helix

Sharma told Fortune that Microsoft “must think about other options” about how to market game consoles, from pricing plans to partnerships, in the face of hardware that will be too expensive for a mass audience. And, while she reiterated plans for Project Helix — the next-gen Xbox, a high-end, PC-compatible console — Sharma suggested that the console market would have to reconsider its exclusive focus on “premium, high-performance” hardware and consider making less resource-intensive games.