That's irrelevant. Every company doesn't have the same culture or ideology nor the same pathway to success. Apple also enjoys a cult-like following that I don't think any company has been able to successfully replicate...except for maybe Amazon. In a way you can argue that Sony has kept control of the next gen conversation. Their articles in Wired, the PS5 logo at CES, and every little bit of info they release or tidbit they say is being discussed (there's 2 threads on the first page of this forum). Their silence has kept them in conversation much more so than Microsoft's videos, reveal, and discussions regarding Series X.
I thought recent rumors pointed towards Lockhart being more of a certainty, as opposed to it not being a thing. Also if that is the case, why attach "Series" to the latest Xbox devices if they aren't going to be a part of a line of products?