The highly anticipated ROG Xbox Ally X handheld console has reportedly seen a substantial price increase in Japan, a move believed to be a direct consequence of the ongoing global memory and storage component crisis. This premium Xbox-branded device from Asus is now almost $200 more expensive in the region, while the price of its lower-end counterpart, the original ROG Xbox Ally, remains unchanged.
Reports from Japanese media outlet Otaku Souken indicate that the price of the ROG Xbox Ally X has jumped from JPY 139,800 (approximately $910 USD) to JPY 169,800 (around $1,106 USD). This represents a significant hike of JPY 30,000, or nearly $200. For comparison, the ROG Xbox Ally with 16GB RAM continues to retail at JPY 89,800 (about $585 USD).
While Asus has yet to make an official announcement regarding this price adjustment, the new, higher price is already reflected on the company’s official online store in Japan, as well as on the websites of various electronics retailers across the country.
This situation mirrors earlier concerns, as the upcoming Steam Machine, a PC/console hybrid, also faced potential delays and price hikes due to the very same global shortages of RAM and storage. It highlights how deeply interconnected the tech supply chain is.
The ROG Xbox Ally X, like its predecessor, is powered by an AMD Ryzen Z2 Extreme chipset, ensuring high-performance portable gaming.
The Pervasive Impact of Memory Shortages on Gaming Hardware
Although no explicit reason for the price increase has been officially provided by Asus, industry experts widely point to the severe shortage of memory and storage components as the primary culprit. The current scarcity and escalating costs of RAM and SSDs have dealt a significant blow to the gaming hardware market. Over recent months, prices for crucial consumer-grade memory, storage solutions, graphics processing units (GPUs), and even some dedicated gaming consoles have surged due to limited supply.
Adding to the concern, Valve previously confirmed that even their popular Steam Deck OLED model was out of stock in the US, directly attributing the issue to these same RAM and storage shortages.
The core of the problem lies in the unprecedented demand for chips from the burgeoning Artificial Intelligence (AI) sector. This AI-driven demand has led to a sharp increase in prices for consumer PC hardware, particularly memory and storage, with RAM and SSD costs reportedly doubling or even tripling in recent months.
Video game consoles, too, have not been immune to these challenging market conditions. Both Sony and Microsoft had already raised the prices of their PlayStation 5 and Xbox Series S/X consoles in 2025, even before the current memory shortage reached its peak.
Last year saw a similar trend for the new generation of Windows-based handheld gaming devices from manufacturers like Asus, MSI, and Lenovo, all of which experienced steep price increases, often pushing them past the $1,000 mark. Furthermore, Bloomberg recently reported that Nintendo is reportedly considering a price hike for its highly anticipated Switch 2 console in 2026, also due to the ongoing chip crisis.
The image above illustrates the ROG Xbox Ally X, a prime example of the high-performance handhelds currently navigating these market challenges.
Beyond pricing, the AI-driven memory shortage has also significantly impacted the availability of various tech devices. Just recently, Valve officially announced that the Steam Deck OLED was out of stock in the United States, directly citing the widespread RAM and storage shortages as the cause.
Even the long-term strategies for the next generation of consoles from Sony and Microsoft are reportedly facing disruptions because of this chip crisis. According to a Bloomberg report, the PlayStation 6’s launch could be pushed back to as late as 2028 or even 2029. These next-gen consoles were initially expected to debut around 2027, approximately seven years after the launch of the PlayStation 5 and Xbox Series S/X. It appears that timeline is now in jeopardy. Microsoft is also reportedly not “fully internally committed” to a 2027 launch for its next Xbox, which is rumored to be a PC/console hybrid running Windows.
Earlier this month, Valve also confirmed that its upcoming PC/console hybrid, the Steam Machine, might be delayed from its original “early 2026” launch window to the “first half of 2026” due to these persistent memory and storage shortages. Valve has openly stated difficulties in finalizing the console’s price amidst the volatile market conditions.
Both the ROG Xbox Ally X and the original Xbox Ally made their debut in October 2025. These powerful handhelds are built around the AMD Ryzen Z2 family of chipsets and operate on Windows 11, enhanced with a custom Xbox interface for an optimized gaming experience.