Since the death of the HD DVD format and the fact that Blu-ray was the victorious winner, there have been a huge amount of rumors that the Xbox 360 is to get a Blu-ray player. The answer back then from Microsoft was that there was no truth in those rumors.
The rumors have surfaced yet again, and still the answer from Microsoft remains the same. Microsoft's Aaron Greenberg decided to hit back at all the rumors and still insists no, Blu-ray will not be coming to the Xbox 360.
Greenberg did have a dig at Sony, saying that they do not expect people to pay for something that they do not need. Microsoft are still standing firm and say that their future is with providing online digital distribution.