Xbox President Defends ROG Ally X $1000 Price, Cites Value
The era of high-performance handheld Xbox gaming is officially here, but it comes with a premium price tag. With the new co-branded ROG Xbox Ally X launching at $1,000 and its base model sibling, the ROG Xbox Ally, at $600, questions about affordability have emerged. In a recent discussion about the new hardware, Xbox President Sarah Bond addressed the cost, expressing confidence in the value proposition of the powerful new devices.
Bond clarified that while the hardware carries the Xbox brand, it was hardware partner Asus that ultimately determined the final retail price. Despite the steep entry point, she stated the team feels "really good" about the pricing, believing it accurately reflects the top-tier experience delivered to players who want to take their full PC and Xbox Game Pass library on the go.
The sentiment from the Xbox leadership appears to be one of positioning the ROG Xbox Ally line not as a direct competitor to more dedicated, closed-system handhelds, but as a new category of premium, portable Windows gaming machines.
A Premium Price for a Premium Experience
According to Bond, the justification for the four-figure price on the Ally X is rooted in the "uncompromised" quality and versatility of the device. The goal was to deliver a full-fledged Windows experience in the palm of your hands, a feat that requires cutting-edge components.
"When you look at the value that's packed into the device, we feel really good about the price," Bond explained. She emphasized that the Ally X is engineered for the enthusiast player who demands performance, a high-quality display, and the flexibility that only a true Windows environment can offer. This includes not only playing the entire Xbox Game Pass library natively but also accessing other storefronts and applications, effectively making it a portable gaming laptop. Microsoft's priority was ensuring this core "Windows experience" was as seamless and powerful as possible, a decision that inherently influences the cost of the underlying hardware.
The Microsoft and Asus Partnership Explained
A key point Bond stressed was the nature of the collaboration. The ROG Xbox 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 was responsible for the physical design, internal component selection, and manufacturing of the device. Consequently, Asus set the final MSRP for both handheld models.
- Microsoft (Xbox): Microsoft's role was 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.
This distinction is crucial. While it is marketed as a premier Xbox handheld experience, it is not a first-party piece of hardware in the same vein as an Xbox Series X or S. Instead, it represents 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 significant price difference between the two models reflects a substantial leap in internal specifications, targeting different segments of the mobile gaming market.
The $600 ROG Xbox Ally serves as the entry point, offering impressive performance that can handle a vast majority of modern PC games. It's designed for gamers who want a powerful and flexible handheld without needing the absolute peak of performance and battery life.
The $1,000 ROG Xbox Ally X is the flagship enthusiast model. While full specs are determined by Asus, the higher price tag accounts for significant upgrades believed to include a much larger battery, increased and faster RAM for better performance in demanding titles, a larger base SSD for storing more games, and potentially ergonomic refinements. This model is for the player who wants the best possible portable performance with fewer compromises, longer play sessions, and the headroom to run future titles at high settings.
The Future of Xbox On the Go
The launch of the ROG Xbox Ally line is a cornerstone of Microsoft's evolving "play anywhere" strategy. Bond connected the new handhelds to the company's broader next-generation console plans, suggesting that the future of Xbox is not 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 now, high-performance handhelds. The ROG Xbox Ally X, despite its cost, serves as a proof of concept for this high-end vision—a device that brings the full 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 Xbox 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 new ROG Xbox Ally handhelds?
A: The standard ROG Xbox Ally is priced at $600, while the higher-specced ROG Xbox Ally X is priced at $1,000.
Q: Is the ROG Xbox 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.