No Way the ROG Xbox Ally Is Under $1000, Right?

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The ROG Xbox Ally, the official handheld Xbox, is launching in less than a month, but its price is still a mystery. It’s unusual for a product to be announced, tested, and even shown to the public without a price, especially after a full marketing campaign. This is particularly concerning because Xbox prices have significantly increased recently.

Xbox prices have risen significantly in just a few months. In May, prices increased by $80 to $130, with the Xbox Series X jumping to $599 – the highest price ever for a base Xbox model, matching the original PlayStation 3. Now, just five months later, prices are going up *again*, by $20 to $70. The premium 2TB Xbox Series X will now cost $799. This is a dramatic increase considering the base console was on sale for just $350 last year. This raises the question: how will these price changes affect the ROG Xbox Ally?

How Expensive Will the ROG Xbox Ally X Be?

Microsoft has explained the recent price increases for the Xbox twice, citing the current economic situation in the US. Specifically, they point to tariffs imposed by the US government on goods from other countries, especially China, which have raised prices across many industries. This isn’t unique to Xbox, though – Nintendo increased the price of the Switch, and Sony raised the price of the PS5. Given these shifting economic conditions, it’s likely the upcoming ROG Ally handheld will also cost more than initially anticipated.

Microsoft is working with Asus and its Republic of Gamers line to create special Xbox versions of the ROG Ally and ROG Ally X, which will be called the ROG Xbox Ally and ROG Xbox Ally X. The current ROG Ally models cost $649 and $899, with the more powerful Ally X being the pricier option. Asus might raise prices on these devices sometime in the future, possibly in 2026 or when the Xbox versions are released. If that happens, the high-end ROG Xbox Ally X is likely to cost at least $999, and possibly even more.

ROG Xbox Ally X Will Need to Be Over $900, But Will It Come With an Incentive?

Several factors, including the cost of parts, licenses, getting the system to stores, and advertising, will likely make the new console expensive. Considering the original Xbox Series X is already $300 more expensive than last year, and this new system builds on a device that already costs $900, it’s safe to say the price will be significantly higher. It appears Microsoft is now focused on making a profit from console sales, rather than just growing its Game Pass subscription service.

Typically, a partnership like this would include financial support from Microsoft to build a user base for the device and its related services. Historically, companies have sold consoles at a loss initially, relying on future profits, but tariffs and economic instability have changed that. Sony recently started offering $100 PlayStation Network credits to some PS4 owners upgrading to the PS5 after a price increase. Microsoft might offer a similar deal for the ROG Xbox Ally. However, it’s difficult to predict the price, and I doubt it will be less than $999. Even if it is initially, I don’t expect that price to last.

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2025-09-21 21:40