ASUS Can’t Keep Up Producing the ROG Ally Xbox — Top Models Are Flying Off Shelves

ASUS released its financial results for the third quarter of 2025. In a discussion with investors, Chief Financial Officer Nick Wu assessed the launch of the ROG Ally, developed in partnership with Xbox. He described the market reception as “exceptionally positive,” noting that demand—especially for the higher-end configurations—has substantially exceeded expectations.

Wu reminded listeners that the original ROG Ally debuted two years ago as an experimental effort to open the market for portable Windows PCs. The trial proved successful: the segment expanded, and ASUS met its objective of creating a premium category while expanding the capabilities of its gaming division. As a result, the company released a third model in October, developed in closer collaboration with Xbox.

The company reports that buyers are strongly favoring the most expensive variants, which are currently in short supply. ASUS is strengthening ties with component suppliers to ramp up production and narrow the gap. Management emphasized that the ROG Ally remains a core element of its gaming lineup and is expected to contribute a noticeable uplift to revenue.

According to forecasts, the rollout of the new models could add roughly $160 million to the company’s results. ASUS expects this contribution to grow in the coming quarters. Although many doubted that the device would attract a broad audience at its price point, the company’s recent comments indicate demand has outpaced all expectations.

Source: iXBT.games