The Xbox ROG Ally may be great, but the rumored cost is absurd

There have been a couple of ROG Ally handheld consoles in recent years, and although they’ve added options for committed portable gamers, they’ve been somewhat pricey, too. Do we need more PC handhelds in that vein? Apparently so, because Microsoft and Asus will deliver two ROG Xbox Ally devices in October.

But, literally, at what cost? While the published specs tick many boxes when it comes to delivering quality mobile gaming, price is the key factor. These upcoming ROG Xbox Ally consoles, reportedly, won’t exactly be affordable. And given what they purport to offer, it really feels as though many gamers will either be shut out or nonplussed.

The Escapist recaps 

• The ROG Xbox Ally and Ally X will arrive on October 16.
• ROG Xbox Ally pricing has been rumored to go up to $1,000 for the ‘X’.
• The ROG Xbox Ally devices are Windows–powered devices, not consoles.
• Gamers will be able to aggregate gaming libraries for single access.

Ally on Deck

It’s no secret why Microsoft wants powerful handheld hardware with Xbox branding. The most compelling device for gaming on the move is currently the Steam Deck range. Not only do they look the part, but they also allow gamers to enjoy their favorite titles at a solid 1280 x 800 resolution. Crucially, Steam Decks are priced pretty well against their competitors. 

The entry-level 256GB LCD Steam Deck costs $400, the 512GB OLED model is $550, and the 1TB OLED model is $650. Those aren’t exactly cheap, sure, but they feel as though they’re priced at a level where they only represent a worthwhile investment to those most committed to using the device often. After all, they provide an excellent gaming experience and untether you from a PC.

Conversely, the entry-level ROG Xbox Ally price is rumored to be up to $699, and the Ally X model is alleged to be $1,050. That would pit the entry-level Xbox Ally model against the top-end 1TB Steam Deck OLED, and mark a high cost for the ROG Xbox AllyX. The specs explain some of the cost, but those prices would still feel out of touch. We’d hope the rumor of $550 and $900 pricing is true, but even that feels pricey for what’s on offer here. 

To PC or not PC

One problem with the potential cost of the ROG Xbox Ally series isn’t that it’s unexpected. It’s the complete opposite: Asus’ previous ROG Ally handhelds have already shown an appetite for loftier MSRPs. Yet the Steam Deck has proven what can be achieved for less, and that should set a blueprint for handheld consoles.

Unfortunately, the ROG Ally X devices aren’t consoles: they’re portable PCs, first and foremost. This means they can unify your Xbox and PC gaming libraries (Steam, Xbox, EA, GOG). That’s interesting, but overwrought if Xbox gamers simply want an affordable way to play games on the go. It lends to the mindset Microsoft is pushing that “Everything’s an Xbox”. 

There’s absolutely no question that a pure ‘handheld Xbox’ would make sense, and could offer price parity with the Steam Decks. Another handheld console, the Switch 2, at $500, is further proof if we need it. At potentially up to $700 and $1,000, Microsoft wants to take a different route…at price points where you could literally build fully capable PCs. 

Missing the mark

What it’s clear Microsoft wants is a range of portable ‘console-like’ devices that are Windows-capable first. Devices that can deliver an excellent gaming experience for Xbox and PC games, trounce the Steam Decks for performance, and shout, “added value!”. However, console and PC gamers feel pretty unlikely to engage with this approach.

Of course, PC and console gamers exist. Those with the money to buy a ROG Xbox Ally X for $1,000 also exist. However, I’d wager there are far more Xbox gamers who would consider a portable Xbox, focused on Xbox games, a win. I’d also suggest that, at high rumored prices, PC gamers will look away and stick to their desks.

As you can imagine, what I don’t have at my disposal is a powerful R&D team providing me with insights and market sentiment. However, I’m not convinced that beyond the quality specs and slick marketing, there’s a clear win to be had here. A mobile PC that isn’t a handheld console but competes against them? I could be wrong, but I don’t buy it.

After all, if you’re looking for a portable device to use your Xbox Game Pass with, then the potential cost really matters. And if you’re looking for a device to unify your PC gaming libraries, doing so will cost you the same as a very nice CPU or graphics card. Essentially, Microsoft needs to be certain that the ROG Xbox Ally range is exceptional.  

All becomes clear, maybe

A final thought here, but maybe the horse has already bolted. With the price such a huge factor, I wonder how much work Microsoft will have to do to show that its ROG Xbox Ally devices aren’t actually consoles. Let’s not forget, in the eyes of the wider public, ‘Xbox’ is synonymous with a specific machine type. But for Microsoft, ‘Xbox’ is synonymous with its gaming products.

That’s a significant difference, and it’s important to consider. There comes a point where, if you have to explain a product or its name to someone, and the price is high, then they’re far less likely to buy it. The cost absolutely needs to make sense, the name needs to make sense, and the product needs to be instantly or easily shown as delivering value.

Product reviews may prove that the ROG Xbox Ally devices are fantastic (we’ll certainly see). That may help with public understanding about these devices. But those impressive spec sheets are little more than PR until the devices actually land in gamers’ hands. Price is the killer here, and if the highest rumors aren’t wrong, they’re just harbingers of absurdity.

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References

1. Rpg Xbox Ally Is $700 And Xbox Ally X Is $1050 : r/gaming (Reddit)
2. Post by @billbil-kun.bsky.social (Bluesky)
3. This Is an Xbox (YouTube)
4. ROG Xbox Ally X & ROG Xbox Ally – Available October 16, 2025 (Xbox)