Please note that this post is tagged as a rumor .
Leaker says Project Helix may power both Microsoft Xbox hardware and OEM systems from ASUS and MSI

A new comment from KeplerL2 suggests Microsoft may not keep Project Helix limited to its own hardware. In a NeoGAF thread, the leaker said the chip would not be sold directly to consumers, but buyers may eventually see ASUS, MSI, and other brands shipping Helix-based machines instead.
That claim does not mean a standard next-generation Xbox console is gone. It suggests Microsoft could treat Helix as both a console platform and a PC-style ecosystem, with OEMs building their own versions around the same silicon and software stack.
Source: NeoGraf
As mentioned earlier , there is much less Xbox DNA in the new Xbox GPU than in previous consoles. Microsoft appears to be moving away from a fully semi-custom chip and will likely blur the line between an Xbox gaming console and an Xbox-capable PC. It is becoming clear that the new Xbox is closer to a gaming PC than a traditional console.
While no one expects Xbox to run full Windows with the standard desktop UI, some earlier rumors suggested it is essentially Windows at its core with an Xbox UI on top, something Microsoft has already been pushing and testing on its ASUS-branded handhelds.
The fact that ASUS is already working with Microsoft on gaming handhelds also suggests the companies are collaborating closely, and we may see the result of that work in the Helix project.
ASUS ROG Xbox Ally handheld, Source: ASUS
While Kepler may be correct to mention ASUS, MSI has not shown any clear signs of working with Microsoft on Xbox-related projects in the past. The only connection that comes to mind is that MSI systems sometimes ship with Xbox Game Pass offers and support Microsoft’s Copilot+ PC program.
Source: Kepler_L2 (NeoGraf) via Wccftech