ROG Ally X Launches at $1000, Microsoft's Premium Xbox Handheld Priced

Microsoft has officially announced the pricing for the ROG Ally X and ROG Ally handheld PCs, set for release on October 16.

The more powerful ROG Ally X will retail for $999.99, while the standard ROG Ally is priced at $599.99.

The pricing reveal comes just weeks before the devices hit the market. At gamescom in August, Microsoft and Asus told IGN they needed "more time to assess the macroeconomic impact on pricing," a statement made amidst volatile market conditions influenced by shifting U.S. tariffs.

"Finding the right balance between affordability and performance is always a challenge," Jason Ronald, Microsoft's Vice President of Xbox Gaming Devices and Ecosystem, explained last month. "This is especially true for mobile devices where factors like battery life are critical. The current macroeconomic climate adds another layer of complexity."

Asus Senior Vice President Shawn Yen added, "We needed more time to finalize pricing based on the broader economic outlook, which is why we're sharing details now in September and October."

In the same discussion, we asked Ronald about Microsoft's reported internal plans for a first-party Xbox handheld, following rumors the project had been deprioritized.

The ROG Ally X and ROG Ally enter a competitive handheld market, facing established rivals like the more affordable Steam Deck and the Nintendo Switch 2. This launch comes as Microsoft faces scrutiny for repeated price increases on its Xbox hardware. Last week, the company announced another price hike for Xbox consoles in the U.S., following a previous increase in May.

Microsoft attributed the console price increases to "changes in the macroeconomic environment," stating it remains "committed to offering more ways to play across any screen and providing value for Xbox players."

This trend reflects broader price increases across the video game industry, affecting consoles, accessories, and games, particularly in the U.S. due to tariff fluctuations. Last month, Sony raised hardware prices in the U.S., and Nintendo increased the cost of its original Switch and various accessories following the $450 launch of the Switch 2. Subscription services and game prices are also rising: Xbox increased Game Pass prices earlier this year, *Mario Kart Tour* launched at a premium $80, and Xbox briefly considered introducing $80 holiday titles before reversing the decision.

Industry analysts attribute the rising costs to a combination of increased manufacturing expenses, competitive pressures, and U.S. tariffs, the latter being a key factor for U.S.-specific price hikes.

The Entertainment Software Association (ESA) has commented on the tariff impact. ESA spokesperson Aubrey Quinn stated in April, "The impact is industry-wide and not limited to any single company. These tariffs will affect the entire video game sector."

ROG Xbox Ally X and ROG Xbox Ally Global Pricing:

ROG Ally X: $999.99 / £799 / €899 (ERP)
ROG Ally: $599.99 / £499 / €599 (ERP)

Alongside the pricing, Microsoft has opened pre-orders for both devices via the Microsoft Store, ASUS e-shop, and select retailers in 38 countries.

Microsoft provided the following official description for the ROG Ally X and ROG Ally:

A core goal for the Xbox Ally was to deliver a true Xbox experience in a handheld form. With the Ally X and Ally, players can expect a portable and accessible gaming experience, featuring several innovative, first-of-their-kind capabilities on both devices.

Here’s what the Xbox Ally handheld offers:

Launch directly into a full-screen Xbox experience, a dedicated gaming interface powered by Windows 11 and inspired by the console. New optimizations minimize background tasks, dedicating more system resources to gameplay.A dedicated Xbox button opens an enhanced Game Bar overlay for Windows 11, providing quick access to the home screen, your game library, social features, and ROG's Armoury Crate SE software.A unified library gives you fast access to games from Xbox, Game Pass (where available), and installed titles from Battle.net and other PC stores.Ergonomic, Xbox-inspired controller grips are designed for comfort during extended play sessions.

Whether you prefer PC, console, or cloud gaming, the Xbox Ally provides new ways to access your library:

Native Play: Instantly play installed PC games from any store. With Xbox Play Anywhere, a single purchase gives you access to over 1,000 supported titles across console, PC, and handheld. These titles represent where most console players spend their time, now playable on the go.Remote Play: Stream your entire Xbox console library anywhere at home through a smooth, handheld-optimized interface.Xbox Cloud Gaming (Beta): Extend your portability by streaming your Xbox console game library to your handheld while traveling or commuting, allowing you to pick up your progress anywhere (where available).Handheld Compatibility Program: This new Xbox initiative highlights games that perform excellently on handhelds. At launch, thousands of titles will be labeled as Handheld Optimized or Mostly Compatible, making it easy to find games ready to play on your Xbox Ally.