Microsoft Says ASUS Determined ROG XBOX Ally X's Hefty Price: 'That is all of their insight into the market'

Microsoft and Asus recently introduced two Xbox-branded ROG Ally handheld devices. The premium model, ROG Xbox Ally X, is priced at $1,000. Microsoft has clarified that Asus was responsible for setting the prices of these devices. The Taiwanese company determined the pricing based on market factors, features, and other considerations.

The ROG Xbox Ally and ROG Xbox Ally X were launched globally on October 16. In India, the base model is available for Rs. 69,990, while the Xbox Ally X is priced at Rs. 1,14,990. Despite the high price tags, demand has been strong. According to Xbox president Sarah Bond, Asus guided the pricing strategy based on their understanding of market needs and device features.

High Demand for Premium Handhelds

In the United States, the ROG Xbox Ally and ROG Xbox Ally X are priced at $599.99 and $999.99 respectively. The higher-end model boasts a more powerful AMD Ryzen Z2 Extreme chipset, along with increased battery capacity, storage space, and memory compared to its base counterpart.

Last year's ROG Ally X was priced at $799 with a Ryzen Z1 Extreme processor. This year’s version saw a price increase to $699 at launch for the Z1 Extreme variant of the ROG Ally. The new generation of Windows-based handhelds released in 2025 with the Ryzen Z2 Extreme chip has seen significant price hikes.

Market Response to Pricing Strategy

The MSI Claw A8 is reportedly priced over $1,000 in the US market. Meanwhile, Lenovo's Legion Go 2 starts at $1,099. Despite these high prices, pre-orders for the $1,000 ROG Xbox Ally X sold out worldwide on the Xbox store.

Sarah Bond described this demand as "overwhelming," indicating strong consumer interest in these new devices despite their cost. "We sold out on the Xbox Store," Bond stated. "We sold really quickly at a number of other places around the world."

Future Prospects for Microsoft Handhelds

The success of these handhelds has prompted discussions within Microsoft about potentially developing their own handheld device in the future. Currently, they are focusing on creating a next-generation Xbox home console that aims to provide a more Windows-centric experience.

Bond expressed confidence in the value offered by these devices given their reception among gamers: "I feel really good about the value that we're giving gamers for the price." This sentiment reflects Microsoft's satisfaction with how well-received their collaboration with Asus has been.