Microsoft and Asus launched two Xbox-branded ROG Ally handheld devices this month, with the high-end ROG Xbox Ally X priced at a rather expensive $1,000. Now, Microsoft says Asus guides the pricing of the new devices. The Taiwanese company, which makes the ROG Xbox Ally handheld device, determined the price based on market considerations, features and other factors, according to Xbox’s parent company.
ROG Xbox Ally and ROG Xbox Ally X launch globally on October 16. The new handheld device is also available in India, priced at Rs 100 for the base model. The Xbox Ally X is priced at Rs 69,990 and the Xbox Ally X is priced at Rs. 1,14,990. The pricing of the new handheld device has raised eyebrows, but according to Xbox president Sarah Bond, Asus guided the device’s price tag based on its features as well as other considerations.
“We looked at how do we create options for people? That’s really Asus because it’s their hardware,” Bond told Variety last week at the launch of the Xbox-branded handheld device. “That’s all their insight into the market, the feature set, what people want, to determine the final price of the device.”
ROG Xbox Ally and ROG Xbox Ally X are priced at $599.99 and $999.99 respectively
Image source: Microsoft
Gaming Palm Pricing
In the United States, ROG Xbox Ally and ROG Xbox Ally X are priced at $599.99 and $999.99 respectively. The high-end model runs the more powerful AMD Ryzen Z2 Extreme chipset, has a bigger battery, more storage, and more memory than the base Xbox Ally.
In comparison, last year’s Asus ROG Ally X with Ryzen Z1 Extreme was priced at $799. Meanwhile, the Z1 Extreme variant of the 2023 ROG Ally will be available for $699 when it becomes available.
The new generation of Windows-based handheld devices launching in 2025 and running Ryzen Z2 Extreme chips will see significant price increases. The MSI Claw A8 is said to cost over $1,000 in the US, while the new Lenovo Legion Go 2 starts at $1,099.
Despite the higher price, demand for the Xbox handheld appears to be high. Pre-orders for the $1,000 ROG Xbox Ally X are already sold out at Xbox stores worldwide. Bond called the demand for new equipment “overwhelming.”
“We’re selling out on the Xbox Store. We’re selling really fast in a lot of other places around the world,” Bond said. “Based on the popularity of the hardware, I’m very pleased with the price we’re offering gamers.”
The Xbox president also said that Microsoft may produce its own handheld computer at some point. The company is currently developing the next-generation Xbox home console, which is believed to bring a more Windows-centric experience.
