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Xbox President Defends ROG Ally X Price, Cites Value

Last Updated: November 20, 2025

Xbox and ROG Ally X handheld gaming device.

The era of high-performance handheld Xbox gaming is here, and while it carries a premium price tag, Xbox leadership remains confident in its value. With the co-branded ROG Ally X launching at a higher price point than the original ROG Ally, affordability concerns have been raised. Xbox President Sarah Bond has addressed the cost, emphasizing the value proposition of these powerful devices.

Bond clarified that Asus, the hardware partner, determined the final retail price. Despite the initial sticker shock for some, the Xbox team believes the pricing accurately reflects the top-tier experience delivered to players wanting to take their PC and Xbox Game Pass libraries on the go.

A Premium Price for a Premium Experience

According to Bond, the justification for the ROG Ally X price is rooted in the quality and versatility of the device. The goal was to deliver a full-fledged Windows experience in the palm of your hands, requiring cutting-edge components.

"When you look at the value that's packed into the device, we feel really good about the price," Bond stated. The Ally X is engineered for the enthusiast player demanding performance, a high-quality display, and the flexibility of a true Windows environment. This includes playing the entire Xbox Game Pass library natively, accessing other storefronts and applications, effectively making it a portable gaming laptop. Ensuring this core "Windows experience" was seamless and powerful influenced the hardware's cost.

The Microsoft and Asus Partnership Explained

A key point Bond stressed was the nature of the collaboration. The ROG Ally and Ally X are Asus hardware, designed in close partnership with Microsoft to be the ideal mobile vessel for the Xbox ecosystem.

Here’s how the partnership breaks down:

  • Asus (Republic of Gamers): As the hardware manufacturer, Asus is responsible for the physical design, internal component selection, and manufacturing of the device. Consequently, Asus sets the final MSRP for both handheld models.
  • Microsoft (Xbox): Microsoft's role is to provide the software foundation and ecosystem integration. This includes optimizing Windows for the handheld format, ensuring seamless integration with the Xbox app and PC Game Pass, and collaborating on features that make it a premier device for their service.

While marketed as a premier Xbox handheld experience, it is not a first-party piece of hardware like an Xbox Series X or S. Instead, it's a strategic partnership to expand the Xbox ecosystem onto powerful third-party devices, with Asus taking the lead on the physical product and its cost.

What Do You Get For the Price?

The price difference between the ROG Ally and ROG Ally X reflects internal specifications, targeting different segments of the mobile gaming market.

The ROG Ally serves as the entry point, offering impressive performance to handle modern PC games. It's designed for gamers who want a flexible handheld without needing peak performance and battery life.

The ROG Ally X is the enthusiast model. It includes a larger battery, increased and faster RAM, a larger base SSD, and ergonomic refinements. This model is for the player who wants the best possible portable performance with fewer compromises, longer play sessions, and headroom to run future titles at high settings.

The Future of Xbox On the Go

The launch of the ROG Ally line is a cornerstone of Microsoft's "play anywhere" strategy. Bond has connected the handhelds to the company's broader console plans, suggesting that the future of Xbox isn't confined to a single box under your television.

By partnering with hardware experts like Asus, Microsoft is building a future where players can access their games on dedicated consoles, PCs, the cloud, and high-performance handhelds. The ROG Ally X serves as a proof of concept for this high-end vision—a device that brings the power of the Windows and Xbox ecosystem into a new form factor. It signals Microsoft's commitment to meeting gamers wherever they are, with hardware options that scale from affordable consoles to premium, portable powerhouses.

Frequently Asked Questions (FAQ)

Q: Who sets the price for the ROG Ally and Ally X?

A: According to Xbox President Sarah Bond, the pricing is determined by the hardware manufacturer, Asus.

Q: What are the prices for the ROG Xbox Ally handhelds?

A: The standard ROG Ally is priced lower than the ROG Ally X, which has enhanced specifications. (Please note: Actual prices may vary based on retailer and configuration)

Q: Is the ROG Ally a first-party device made by Microsoft?

A: No, it is a third-party device manufactured by Asus. It was created in close partnership with Microsoft to be highly optimized for the Xbox app, PC Game Pass, and the Windows gaming experience.