Xbox head: Asus to blame for high price of ROG Xbox Ally X

According to Xbox president Sarah Bond, Asus was the company that set the $1,000 price for the handheld console. She said Asus had a clear read on the market and understood what fans wanted. Bond believes the choice was justified: the device is selling very well.

The ROG Xbox Ally X has become one of the most discussed topics in the gaming world. The handheld promises performance previously unseen in portable PCs, but its price has drawn criticism. The $1,000 asking price is notably higher than competing options.

Players have pointed out that for less money you could put together a PS5 and a Steam Deck, which would be a more cost-effective setup.

Bond clarified in an interview that Asus, as the hardware manufacturer, independently determined the price.

“That’s their assessment of the market — the package of features and their sense of what people want — that led them to set the final price.”

At the same time, a simpler Xbox Ally model was offered at $599. Preorders for both versions sold out quickly.

Bond maintains that the console justifies its cost. Sales of the Xbox Ally X have been impressive, with units reportedly fetching up to $2,500 on the black market. Critics took notice as well, and Time named it one of the best inventions of 2025.

Source: iXBT.games