Blu-ray Xbox 360 Rumors Persist Despite Repeated Microsoft Denials

Though Microsoft has repeatedly denied any plans to bring the Blu-ray format to Xbox 360, another rumor has popped up claiming that such a device is now in production.

According to X-bit labs, Toshiba-Samsung Storage Corporation has been contracted to make an $100-$150 external add-on that will allow Xbox 360s to play Blu-ray movies, similar to the existing and now-discontinued Xbox 360 HD DVD player.

The site also claims that Microsoft has "always said" that it might release a Blu-ray add-on if there was demand, a statement that is definitely false.

"I can categorically say that we're not working on a Blu-ray player for Xbox 360," Microsoft VP Shane Kim declared earlier this year, adding to an already impressive list of denials. "To my knowledge, we don't have any intent to do that."

In lieu of Blu-ray support, which many believe to be the PlayStation 3's main advantage, Microsoft has trumpeted the Xbox 360's digital distribution of movies and TV shows, which will soon include Netflix streaming video.