Xbox Scarlett’s Final Name Will Be Based On System’s Capabilities, Says Phil Spencer

“Xbox 360 was about the entertainment experience around the box and the box being in the center of that entertainment experience.

Xbox One, if you remember our branding early on, was ‘always on input, all in one’.

While Xbox has never followed the traditional and straightforward naming conventions of Sony (1, 2, 3, etc.), they have kept the Xbox branding unlike Nintendo who throws out its brand every few years.