Asus ROG Ally X Price Confirmed by Xbox President Sarah Bond
The premium price tag of the newly announced Asus ROG Ally X has been a major topic of conversation among PC gaming enthusiasts. Now, new comments from Xbox President Sarah Bond have shed light on the decision-making process behind the powerful handheld's cost, clarifying that hardware partner Asus was ultimately behind the final price point.
In a recent interview, Bond addressed the handheld's positioning in the market and who determined its approximately $999 USD price. When asked about the cost, Bond explained that the decision rested with the company responsible for engineering and manufacturing the device.
"It really was Asus, because this is their hardware," Bond stated, emphasizing that the final price was a result of Asus's own assessment of the market and the value of the components within the upgraded device. This clarifies that while the handheld is a key part of the Xbox ecosystem strategy, the hardware and its corresponding retail price were driven by the manufacturing partner's expertise and business decisions.
The clarification helps frame the ROG Ally X not as a first-party Microsoft device, but as a strategic collaboration designed to deliver a high-end, portable Game Pass experience.
A Premium Price for a Premium Handheld
The Asus ROG Ally X represents a significant evolution of the original model, packing substantial hardware upgrades that aim to justify its enthusiast-level price. Asus has positioned the device as a top-tier option for gamers who demand uncompromising performance on the go. The high cost is directly tied to a list of significant internal improvements over its predecessor.
Key upgrades fueling the new price include:
- Massive Battery Boost: The device features a new 80Wh battery, which is double the capacity of the original ROG Ally. This directly addresses one of the most common criticisms of first-generation PC handhelds, promising dramatically longer play sessions away from a power outlet.
- Increased and Faster RAM: The Ally X comes equipped with 24GB of LPDDR5X-7500 RAM. This is a substantial jump from the 16GB in the original model, providing more headroom for modern, demanding games and improving overall system performance.
- Upgraded Storage: The M.2 slot has been upgraded to the more common 2280 size, making it far easier and often cheaper for users to upgrade the internal storage. It also ships with a 1TB NVMe SSD as standard.
- Improved Ergonomics and Cooling: Asus refined the chassis with more comfortable grips, a slightly thicker profile for better handling, and redesigned joysticks for improved durability. The thermal system was also revamped with smaller, more efficient fans that increase airflow to keep the powerful components cool under load.
These enhancements collectively push the device into a new performance category, one that Asus believes dedicated gamers are willing to invest in for a superior portable gaming experience.
Microsoft’s Evolving Handheld Strategy
The collaboration on the ROG Ally X is a clear indicator of Microsoft's broader strategy for the Xbox platform. Rather than building its own first-party handheld, the company is focusing on making the Xbox ecosystem and its flagship service, Game Pass, ubiquitous across a wide range of devices.
By partnering with established hardware experts like Asus, Microsoft ensures that players have access to powerful, purpose-built machines that are perfectly optimized for the Xbox app and PC Game Pass library. This approach allows Xbox to expand its reach without taking on the immense logistical and financial challenges of designing, manufacturing, and distributing its own portable hardware.
Sarah Bond’s comments reinforce this strategy. Microsoft provides the software and the ecosystem, while partners like Asus build the "local" experience. This symbiotic relationship allows each company to focus on its core strengths, with the ultimate goal of giving players more choice in how and where they play their favorite games.
What This Means for the Future of PC Handhelds
The ROG Ally X and its pricing strategy signal a maturing PC handheld market. We are beginning to see clear segmentation, much like the laptop market, with entry-level options, mid-range contenders, and now, ultra-premium enthusiast devices.
The decision by Asus to target the high end suggests a strong belief that a dedicated audience exists for these powerful, expensive portables. These are users who prioritize performance, battery life, and premium features and are willing to pay a premium for them. As the technology continues to evolve, this collaboration between software giants and hardware specialists may become the standard for delivering cutting-edge gaming experiences in a portable form factor.
For gamers, this means more options than ever before. While the ROG Ally X's price may place it out of reach for some, its existence pushes the entire category forward, proving that desktop-class gaming is no longer confined to a desk.
Frequently Asked Questions (FAQ)
What is the Asus ROG Ally X?
The Asus ROG Ally X is a high-end, second-generation Windows-based gaming handheld. It is an upgraded version of the original ROG Ally, featuring a significantly larger battery, more and faster RAM, improved storage options, and refined ergonomics.
How much does the ROG Ally X cost?
The Asus ROG Ally X is priced at approximately $999 USD / £799 GBP, placing it in the premium tier of the PC gaming handheld market.
Who decided the price of the ROG Ally X?
According to Xbox President Sarah Bond, the hardware manufacturer Asus was responsible for setting the final price of the ROG Ally X based on its components and market assessment.
Is the ROG Ally X an official Xbox handheld?
No, it is not a first-party device manufactured by Microsoft. It is a third-party device made by Asus that is heavily optimized for the Xbox software ecosystem, including the Xbox app and PC Game Pass.