Xbox executive Phil Spencer says consumers now have more ability to connect with the content they have in new ways.

The definition of ownership is "morphing," Xbox boss Phil Spencer told GameSpot today in response to a question asking if consumers truly own the 0s and 1s that make up the digital experiences they partake in.

"I do think the idea of ownership is morphing," Spencer said. "I think it's morphing in a way that gives the consumer more ability with the content that they have."

One example Spencer pointed out was the ability for up to 10 family members to log in and play Xbox One games wherever they are.

"The definitions of some of these components do change as the technology enables new functionality," he added.

The Xbox One launches in November for $499, a full $100 above competitor Sony's PlayStation 4, which will launch later this year for $399.

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