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The future of HD-DVD has been looking bleak with a number of companies, most notably Warner Bros, announcing exclusive support of Blu-ray. However, Microsoft, seemingly unflappable, has said that they would not be averse to creating a Blu-ray attachment for the Xbox 360 if HD-DVD fails. Albert Penello, group marketing manager for Xbox hardware said concerning the possibility of Blu-ray addition that it “should be consumer choice; and if that’s the way they vote, that’s something we’ll have to consider,” In response to the announcement of Warner Bros pledge to support Blu-ray exclusively, Penello stated that “I fundamentally don’t think … this has a significant impact on Xbox 360 versus (Sony’s) PlayStation 3,” A Microsoft representative also further cemented their current support for HD-DVD, saying that “Microsoft currently has no plans at this time to consider Blu-ray as an option. We continue to believe that HD DVD is the best optical solution for consumers, since it’s the only format today that delivers quality experiences at affordable prices.” In effect, Microsoft isn’t abandoning Blu-ray, but will consider it in the future should the format fail. Of course, there are those that believe Microsoft doesn’t care which format wins , since they’re allegedly focused on a digital distribution future, but in the meantime, the format wars rage on.
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