The ROG Xbox Ally X has become one of the most talked-about topics in the gaming world recently. Touted as a revolutionary step in handheld gaming thanks to its advanced hardware and high-end performance, the device has also sparked controversy — particularly over its steep $1,000 price tag.
Many fans have questioned whether the device’s cost aligns with its value, especially as it’s expected to compete in a market where affordability is a key factor.
Xbox President Clarifies the Reason Behind the High Price
Speaking to Variety, Sarah Bond, President of Xbox, addressed the ongoing debate by confirming that Asus — not Xbox — is fully responsible for setting the ROG Xbox Ally X’s retail price.
She explained that the final pricing decision was left to Asus, since it directly oversees the device’s development and market strategy. Bond emphasized that Xbox respects Asus’s decision, noting that the price reflects the device’s position as one of the most powerful handheld gaming systems ever made.
Still, many gamers argue that the $1,000 price point is excessive, pointing out that one could purchase both a PlayStation 5 and a Steam Deck for less than the cost of a single ROG Xbox Ally X. This comparison has fueled ongoing discussions about the device’s overall value.
A Cheaper Alternative and Strong Demand
To appeal to a wider audience, Asus and Xbox also released a more affordable version — the standard ROG Xbox Ally, priced at $599. Bond described this move as a “smart strategic choice,” as pre-orders sold out almost immediately, demonstrating strong consumer interest in the handheld gaming segment.
Despite the backlash over the ROG Xbox Ally X’s premium cost, the device has received widespread praise from critics and players alike. In fact, Time Magazine listed it among the Best Inventions of 2025, citing its innovation and build quality.
Adding to its notoriety, reports revealed that some units were resold on secondary markets for more than $2,500, underscoring its demand even amid concerns about pricing.
A Controversial Yet Groundbreaking Device
The ROG Xbox Ally X remains a divisive product — a blend of cutting-edge performance and controversial pricing. While some view it as a major leap forward for handheld gaming, others consider it an overpriced luxury that doesn’t justify its cost.
Regardless, the combination of strong sales and global recognition suggests that Asus and Xbox have succeeded in creating something truly special — a device that will likely continue fueling debate for years to come in the ever-evolving world of gaming technology.
Don’t forget to check: