The ROG Xbox Ally handheld gaming device from Asus and Microsoft debuted last month, and there were a lot of questions about the new portable. The big question about price might have been answered by a leak, and it looks like this handheld won’t be cheap.
A Google search screenshot showed a listing for the Xbox Ally and upgraded Ally X at 599 and 899 euros, as first spotted by Spanish gaming site 3DJuegos on Sunday and reported by Insider Gaming. This would put the Xbox Ally at approximately $700 and the Ally X at approximately $1,050.
Microsoft and Asus didn’t immediately respond to requests for comment.
While this might be the European price, it doesn’t necessarily mean it will be the US price. When the Xbox Series X launched back in November 2020, the US price was $499 while the EU price was 499 euros, which would have converted to approximately $590 at the time. It’s common for Nintendo, Sony and Microsoft to keep the same price number across the different common Western currencies such as dollars, euros and British pounds — though the latter two include tax at 20%. (Prices quoted to consumers have to include sales tax, known as VAT, in those regions.)
If we do some back-of-the-napkin math, the euro prices without tax would be 479 and 719 euros respectively. Converting those to US dollars gives $559 and $839. In comparison, Asus’ ROG Ally cost $700 when it was released in 2023. The ROG Ally X came out in 2024 for $800.
There is, however, a big concern with the Xbox Ally and that involves President Donald Trump’s tariffs. Microsoft already increased the Xbox Series console’s prices in May due to tariffs. China has been the main trading partner affected by the tariffs, as most other countries were part of a 90-day pause Trump declared back in April, only days after revealing his plan. That pause is due to come to an end on Aug. 1, and one country that could be affected is Vietnam, where a lot of electronic devices are made.
The Xbox Ally and Xbox Ally X could be big competition for the Steam Deck, which currently dominates the handheld market. A flaw in the original ROG Ally and other Windows-based portable devices is that Windows is not optimized for a handheld device, whereas SteamOS is built for the Steam Deck. This means Windows handhelds can come off as laggy when booting up games and sluggish while playing, even though they have better processors and more memory. The Xbox Ally looks to provide an Xbox-like experience by incorporating the console’s UI into the device. An early look at the device suggests the new UI will be a welcome improvement over the standard Windows 11 setup.
Both the Xbox Ally and Ally X are expected to launch later this year, most likely during the holiday period.
