According to Xbox President Sarah Bond, it was Asus who set the $1000 price tag for the handheld console. According to her, the company had a good understanding of the market and knew what the fans wanted. Bond believes that the decision was correct: the device shows excellent sales.
ROG Xbox Ally X has become one of the most discussed topics in the gaming industry. The console promises unprecedented performance for portable PCs, but the price is causing criticism. The cost of $1000 is significantly higher than competitors.
Players note that for less money you can assemble a PS5 and Steam Deck bundle, which will be more profitable.
Bond explained in an interview that Asus, as a hardware developer, independently determined the price.
"This is all their understanding of the market, the feature set, understanding of what people want, to set the final price."
At the same time, a simpler version of the Xbox Ally was released for users for $599. Pre-orders for both models were quickly sold out.
Bond claims that the console is worth its money. Sales of Xbox Ally X are impressive, and it was sold on the black market for $2500. Critics also noted the device, and Time Magazine named it one of the best inventions of 2025.
