Asus ROG Xbox Ally X price had nothing to do with Microsoft, apparently

(Credit: Asus)

• 😮 Microsoft’s Sarah Bond stated that Asus, not Microsoft, determined the $1,000 price of the Asus ROG Xbox Ally X

• 💰 The high price point did not deter consumers, with the device selling out quickly on the Xbox Store and other retailers

• 🤷‍♂️ Microsoft’s collaboration with Asus is seen by many as a potential future for Xbox hardware, despite some disappointing aspects of the Ally X like its screen

• 🔜 Bond confirmed that a next-generation, more PC-like Xbox console targeting a premium experience is in development and is expected to be significantly more expensive than previous consoles

Best Buy: Asus ROG Xbox Ally X - $999

Xbox president Sarah Bond has revealed that it wasn’t actually Microsoft that set the price of the Asus ROG Xbox Ally X.

At $1,000, the Asus ROG Xbox Ally X is one of the most expensive handhelds on the market, only eclipsed by the Lenovo Legion Go 2. However, Bond said that it was Asus that ultimately decided how much the Xbox handheld would cost.

Speaking to Variety, where Bond also reiterated a new Xbox console is in development, she said Asus had used its “insight into the market, into the feature set, into what people want, to determine the ultimate prices of the devices.”

It seems like the price point hasn’t deterred consumers, however, as Bond said that “The reaction was overwhelming demand for the device. We sold out on the Xbox Store. We sold really quickly at a number of other places around the world. I feel really good about the value that we’re giving gamers for the price, based off the reception to the hardware.”

We also praised Microsoft’s handheld in our Asus ROG Xbox Ally X review, though there are some disappointing aspects, like the 7-inch LCD screen.

Many see the collaboration with Asus as the future for Xbox hardware, though Bond has promised that the company is working on next-gen hardware. It sounds like the next Xbox will be more PC-like than ever, and will also target users who are after a premium experience.

Expect to pay significantly more than the $499.99 the Xbox Series X launched for in November 2020, then, which has now increased to $649.99 as a result of “shifting market conditions”.

Up next: PS5 Pro teardown shows the new model has some pleasing improvements

Adam Vjestica is The Shortcut’s Senior Editor. Formerly TechRadar’s Gaming Hardware Editor, Adam has also worked at Nintendo of Europe as a Content Marketing Editor, where he helped launch the Nintendo Switch. He also runs a retro gaming YouTube channel called Game on, boy! Follow him on X @ItsMrProducts.