US Edition'This Is Their Hardware': Xbox Boss Says Ally X Handheld's Eye-Watering $1,000 Price Was Set by Asus
Asus set the $1,000 price for the Xbox-branded ROG Ally X, influenced by import tariffs and rising costs, with strong demand reported despite the premium cost.
- Last year, Microsoft said Asus, using its market insight, set the $1,000 price for the ROG Ally X handheld device, not Microsoft.
- Amid rising hardware costs, U.S. import tariffs and related import costs caused a months-long delay in Microsoft confirming pricing, factors Asus and Microsoft said were beyond their control.
- Bond said `The reaction was overwhelming demand for the device` and noted units sold out on the Xbox Store at launch, while IGN praised the ROG Ally X but flagged its $999 cost.
- Jason Ronald was asked in August about Microsoft's internal plans for a first-party Xbox handheld, while reports indicate Phil Spencer's earlier interest has since been sidelined.
- Comparisons to rival devices show some reviewers judged the Ally X pricey at competing tiers, while others said it's reasonable compared with recent rivals launched last year including the $600 ROG Ally and higher-tier model.
19 Articles
19 Articles
Sarah Bond confirms that the prices of ROG Xbox Ally were decided by ASUS, based on ''his view of the market and the set of features''.
The ASUS Rog Xbox Ally (X) is now available and seems to be selling quite well, but the prices are crisp. However, Microsoft was obviously not to blame.
Xbox President Points Finger At ASUS For RM4,299 Price Tag Of Xbox Ally X
When the ASUS ROG Xbox Ally X finally made its debut, a good many gamers sighed at the RM4,299 price tag attached to it. While it’s not the most expensive gaming handheld available in Malaysia (looking at you, Lenovo), it’s still a pretty penny to pay, and folks want to know why. As per Sarah Bond, Xbox President: Blame ASUS. In an interview with Variety, Bond said that the reason for the Xbox Ally X’s was priced the way it is was a decision mad…
Steam Deck 2 Buzz Grows Amid ROG Ally Release
Image credit: YouTube / @xbox The ROG Xbox Ally and ROG Xbox Ally X launched worldwide on October 16, 2025. While some gamers are excited to give the new handheld console a shot, others are not sure whether the console is worth the price tag. The brand new ROG Xbox Ally, which runs with Windows 11, is already making headlines. However, there’s been a sudden rise in discussions about the Steam Deck 2 within the gaming community. Why is ‘Steam Dec…
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