This month, Microsoft and Asus introduced their new Xbox-branded ROG Ally handhelds. Notably, the premium ROG Xbox Ally X carries a hefty $1,000 price tag. Microsoft has since clarified that Asus, the Taiwanese manufacturer of these devices, was entirely responsible for setting the prices, considering factors like market demand and specific features.
Both the ROG Xbox Ally and ROG Xbox Ally X became available worldwide on October 16th. In India, the standard model costs Rs. 69,990, while the Xbox Ally X is priced at Rs. 1,14,990. These prices certainly caught attention, but Xbox president Sarah Bond explained that Asus took the lead in setting these figures, weighing factors like individual features and broader market considerations.
At a recent launch event for the Xbox-branded handhelds, Bond elaborated on the pricing strategy. She stated, “We aimed to offer various choices to consumers, and Asus was key in this, as it’s their hardware. Their comprehensive understanding of the market, feature sets, and consumer desires ultimately shaped the final prices of these devices.”
The ROG Xbox Ally and ROG Xbox Ally X are priced at $599.99 and $999.99, respectively. Photo Credit: Microsoft
Understanding Gaming Handheld Pricing
In the United States, the standard ROG Xbox Ally is priced at $599.99, while the ROG Xbox Ally X comes in at $999.99. The premium Ally X model boasts several enhancements over its base counterpart, including a more potent AMD Ryzen Z2 Extreme chipset, a larger battery, increased storage capacity, and more RAM.
For context, last year’s ROG Ally X, featuring the Ryzen Z1 Extreme, was priced at $799. Similarly, the 2023 ROG Ally with the Z1 Extreme chip debuted at $699.
The 2025 lineup of Windows-based handhelds, all powered by the advanced Ryzen Z2 Extreme chip, has seen a notable increase in pricing. For instance, the MSI Claw A8 is expected to retail for over $1,000 in the US, and the recently launched Lenovo Legion Go 2 begins at $1,099.
Despite these elevated prices, the Xbox handhelds are experiencing strong demand. The $1,000 ROG Xbox Ally X quickly sold out its pre-order allocation on the Xbox store globally. Bond characterized this demand for the new devices as “overwhelming.”
“We saw rapid sell-outs on the Xbox Store and at numerous retailers worldwide,” Bond remarked. “I am confident that the value we’re providing to gamers, reflected in the hardware’s reception, justifies the price.”
Furthermore, the Xbox president hinted at the possibility of Microsoft developing its own handheld in the future. The company is currently focused on its next-generation Xbox home console, which is anticipated to offer a more integrated Windows-based experience.
For a visual overview of the ROG Xbox Ally, a related video can be found.