The 'One' brand has turned around somewhat yes but that certainly doesn't mean they should keep it..overall it's a down trend for Xbox and thankfully they were able to stop the bleeding.I'm not so sure, One brand has turned around some in their big markets and all the talk we hear from execs and leads make me think MS will put greater emphasis on platform continuity rather than go all in on a generational reset. There's a risk to both approaches.
I'm really expecting it to be more "Xbox One X2" than "Xbox 4", even if they drop One from the name.
Also Phil Spencer has been pretty clear that Scorpio was a unique situation and he doesn't view continuous incremental upgrades in the console space as good for the manufacturer or the consumer. Unless there's some recent news I'm unaware of I think Phil wants to stick to 'traditional gen'..(at least from a marketing perspective, I'm not gonna get into what I actually think will be in the box, who knows). I would absolutely shocked if the 1X wasn't the end of the 'One' branding.