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Xbox division president Robbie Bach told Bloomberg this week that flashy graphics won't be enough for consumers to adopt a new platform.
"Just coming up with something that's faster and prettier isn't going to be sufficient," said Bach.
Additionally, he predicts products from Sony Corp. and Nintendo Co. will hold a longer life span.
"The life cycle for this generation of consoles — and I'm not just talking about Xbox, I'd include Wii and PS3 as well — is probably going to be a little longer than previous generations."
The Xbox held a short five-year life span between 2001 and 2005 as Microsoft rushed to beat Sony and Nintendo to the market.
However, the 360 has held a blemish as a error-prone console. In the past three years consumers have filed numerous complaints of hardware freezing and overheating that stem from an internal design defect.
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