Recently, we were the first to reveal information about a project known internally as Kennan, which is being worked on by Xbox and ASUS ROG, prior to its official announcement.
The Xbox Ally series runs on Z2 APUs, featuring the top-tier Z2 Extreme in its premium model. These devices will offer a customized version of Windows 11, including pioneering boot-to-full-screen-app functionality. The latest Xbox app is designed to manage multi-tasking and other system features with an interface optimized for controller use. This handheld is anticipated to be the most powerful gaming device available, which may come with a high price tag.
There has been some talk about its potential price, ranging anywhere between $800 to over $1000, but a recent report from 3DJuegos (via IG), apparently leaked by ASUS, might have given us our first look. To be honest, it’s not as expensive as I had anticipated.
As an analyst, I’ve noticed some intriguing patterns in Google Search results regarding the upcoming Xbox Ally and Xbox Ally X. The meta data scraped from ASUS’ website seems to indicate that these devices may be priced similarly to their predecessors, at least within the European market. This could potentially be due to placeholders or peculiarities in Google’s new AI-enhanced search algorithms, but it’s worth keeping an eye on these price points as we approach the official release of these products.
- Xbox Ally X: €899.
- Xbox Ally: €599.
As an analyst, I’d like to mention that the preceding model of ASUS ROG Ally Z1 Extreme, priced at its Recommended Retail Price (RRP) of €899 in Europe, is currently available. However, if you’re shopping on Amazon Germany, you can snag it for a $100 discount, bringing the price down.
When it comes to devices like the ASUS ROG Ally X, hardware sellers such as ASUS themselves seldom do direct one-to-one currency conversions. If they did, an €899 ASUS ROG Ally X would translate to approximately $1050 USD. However, interestingly enough, the ASUS ROG Ally X has a suggested retail price (RRP) of $899 in the United States itself. The final price you see is influenced by factors like purchasing power, currency fluctuations, tariffs, and others.
Due to the ongoing changes in U.S. tariff conditions, it’s likely that ASUS and Microsoft will wait until the last moment to decide on their pricing. However, Microsoft often unveils its PC announcements at a specific event, such as Gamescom in Germany. Therefore, it wouldn’t be surprising if we heard an official announcement about new products or prices at this event.
Analysis: Could the Xbox Ally and Xbox Ally X hit $599 and $899 in the US?
In the U.S., the standard model of the ASUS ROG Ally Z1 Extreme, manufactured by ASUS, retails for $649. These supposed leaked prices add an intriguing twist to the discussion.
In Europe and the United States, the standard ASUS ROG Ally costs €699 and $649 respectively, while the base model of the new Xbox Ally is expected to be around €100 cheaper than its previous version. This price difference could suggest a power disparity between the two devices. The base model Xbox Ally reportedly uses a Z2 “A” chip, which may not be as powerful as the Z1 Extreme in the previous ASUS ROG Ally on paper. However, it’s designed to be more budget-friendly and potentially more battery efficient. The top-tier Xbox Ally X with the Z2 Extreme chip will likely be the premium choice among gaming handhelds, and its price tag will reflect its high-end status.
There’s been discussion about whether Microsoft might finance these devices due to the expansion of their Xbox PC store onto them. However, as more gamers opt for PC gaming and third-party software sales become a less significant portion of Microsoft’s total business, the age of subsidized console hardware seems to be waning. Essentially, the Xbox Allied series are Windows 11 gaming computers, implying that you could purchase one without investing in Microsoft’s gaming platform. Given this scenario, it wouldn’t be logical for Microsoft to subsidize these devices from their point of view.
It seems likely that the ASUS Xbox Ally pricing might be revealed soon. Given past trends, I suspect the U.S. prices won’t just be a direct currency conversion from Europe. If the leaked EU prices are correct, we might see the Xbox Ally and Xbox Ally X priced at approximately $599 and $899 respectively.
We can only find out for certain once ASUS and Microsoft disclose it. It’s best to start putting money aside, regardless of the outcome.
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2025-07-14 14:09