- Xbox president says Asus was the one who set the $1000 price tag for Xbox Ally X.
- She says the company knew the market well and knew what the fans wanted.
- Bond said that the decision was right as the handheld has shown solid sales figures.
ROG Xbox Ally is one of the hottest topics in the gaming industry. The handheld is a revolutionary release in the handheld space, offering performance never seen before, but it has a huge drawback: it is incredibly expensive.
The Xbox Ally X comes in at a whopping $1000, and the Xbox chief has revealed that Asus is the reason for the steep price. It has received a lot of criticism for it, considering the price is significantly higher than any of the competition.
Why it matters: While it does provide incredible gaming performance for a handheld PC, fans argue that they can get better value by just buying a PS5 along with a Steam Deck for less than the MSRP of the Ally.
Speaking to Variety, Xbox president Sarah Bond revealed that Asus pushed the high price for Xbox Ally X. She said that because it was their hardware and they knew the market, it was ultimately their decision to make.
That is all of their (Asus) insight into the market, into the feature set, into what people want, to determine the ultimate prices of the devices
– Sarah Bond
However, both wanted to give people multiple options; therefore, they also released a lower-powered base Xbox Ally for $599. She said the price was the right decision as the pre-orders immediately sold out.
Bond says people really liked the device, and she thinks it provides great value for money despite the $1000 MSRP. And rightfully so, the Xbox Ally X has been selling like hot cakes and even sold it black market for $2500.
The majority of the critics have also praised the handheld, and Time Magazine even called it one of the best inventions of 2025. However, there is still the discourse that it’s still more of an Asus product rather than Xbox.
What are your thoughts on the high Xbox Ally X price set by Asus? Do you think it’s justified? Let us know your opinions in the comments or join the discussion at the official Tech4Gamers Forum.
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News Reporter
Abdullah is an avid gamer who primarily plays single-player titles. If you can’t find him anywhere, he’ll probably be at his desk playing The Witcher 3 for the millionth time. When he isn’t playing games, he’s either reading or writing about them.
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