Dark clouds appear over ‘Xbox Cloud Gaming’ as it retires apps on some TVs — and the reasons are poorly explained

Microsoft’s moves over Xbox Cloud Gaming in recent months have painted a picture of a company that isn’t entirely sure of its long-term viability.

At one point, it seemed like Microsoft was all-in with Xbox Cloud Gaming, building up marketing campaigns like “This is an Xbox” that actively told consumers that Xbox consoles were stupid, and that in fact, devices like the Samsung Smart Fridge was a far better option for gaming instead. The landscape looks very different in 2026.