Earlier this year, Xbox partnered with Asus to announce two new handheld gaming devices: the ROG Xbox Ally and Xbox Ally X. These machines feature hardware specifications similar to Asus’s existing handheld lineup but include Xbox-specific design elements, built-in Xbox Play Anywhere compatibility, and impulse trigger technology. The companies initially provided only a general “holiday” release timeframe, but now pricing information has emerged that gives us a clearer picture of what consumers can expect to pay.
Leaked Pricing Information Reveals Premium Cost Structure
Spanish gaming publication 3DJuegos discovered what appears to be accidental price listings on Google, revealing the potential retail costs for both models. According to these listings, the standard Xbox Ally will retail for $599, while the more powerful Xbox Ally X will cost €899.
Taking current exchange rates into account, the base ROG Xbox Ally could reach approximately $700 in the United States and £520 in the United Kingdom. This entry-level model follows Xbox’s design philosophy by featuring a white color scheme to distinguish it as the less powerful option. Despite being positioned as the budget choice, it still delivers solid performance with 16GB of RAM and 512GB of internal storage.
The premium ROG Xbox Ally X commands a higher price point, potentially reaching $1,050 in the US and £780 in the UK based on current conversion rates. This model justifies its cost through enhanced specifications including 24GB of RAM and 1TB of storage space. The price point may seem steep, but it aligns closely with Asus’s pricing strategy for their existing first-party handheld devices.
Current Market Comparison Shows Consistent Pricing Strategy
To put these figures in perspective, I examined the current pricing for Asus’s existing handheld lineup. The ROG Ally from 2023 currently sells for $500, while the 2024 ROG Ally X retails for $800. This comparison reveals that the Xbox-branded versions represent a price increase, particularly noticeable for US consumers.
However, it’s important to note that the current ROG Ally X pricing appears to reflect regional adjustments rather than direct currency conversions. This suggests that final pricing for the Xbox variants may undergo similar regional optimization, potentially making them more accessible in certain markets.
The leaked pricing positions these Xbox-branded handhelds in the premium segment of the portable gaming market, competing directly with high-end gaming laptops and other specialized gaming hardware. For consumers considering these devices, the decision will likely come down to the value proposition of Xbox integration versus the substantial upfront investment required.
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