The highly anticipated ROG Xbox Ally X, a handheld gaming PC developed by ASUS in partnership with Microsoft, is scheduled to arrive on 16 October 2025. Yet despite confirming the release date, both companies have refused to disclose their final price, citing global economic uncertainty and shifting market pressures.
The decision to hold back on pricing has left fans puzzled, particularly as leaks from industry insiders appeared to pin down the expected cost of both the Ally X and its standard model.
Why Microsoft Says It Can't Confirm a Price
At Gamescom 2025 on 20 August, executives from Microsoft and ASUS explained their reasoning.
In a roundtable interview with IGN, Microsoft's vice-president of Xbox gaming devices, Jason Ronald, said: 'This is always a challenge, and you always try to find the right balance between affordability and price point. I think that, especially in a mobile form factor, it also adds dimensions such as battery life. And then, as you said, the macro-economic climate is challenging.'
ASUS senior vice-president Shawn Yen echoed the uncertainty, saying that the company needed more time to assess the 'macro-economic impact' before settling on a price. He added that final details would be revealed closer to launch, likely in September or October.
The companies have announced the console's release date, but are still unable to provide a firm price, citing unpredictable global market conditions.
Microsoft has shared details on the release date and availability of the upcoming ROG Xbox Ally and ROG Xbox Ally X gaming handhelds from Asus, but it has not yet confirmed a final price for the devices.
The Leak That Got It Right—Except for the Price
It was a significant surprise to many when Microsoft and Asus confirmed the 16 October release date for the ROG Xbox Ally X but kept quiet on the price. This decision comes despite multiple reports from the reliable retail site Dealabs, which had seemingly pinpointed the dollar and euro price points for both the ROG Xbox Ally X and its lower-powered twin, the ROG Xbox Ally.
IT'S OFFICIAL. The ROG Xbox Ally and ROG Xbox Ally X drop on October 16!
— Xbox (@Xbox) August 20, 2025
Get ready to take your gaming everywhere: https://t.co/RHdnT04EYg pic.twitter.com/m5ZiY1FUph
The same reports had correctly predicted the confirmed 16 October release date, bolstering their legitimacy. They also claimed pre-orders would open today, 20 August, but with final pricing still unannounced, that launch has been delayed.
The Leaked Prices vs the Confirmed Date
Dealabs had previously reported that the ROG Xbox Ally X would be priced at €899 (£778.40), with the lower-powered ROG Xbox Ally at €599 (£518.64). In a recent update, the retail site has also provided US pricing, listing the handhelds at $899 (£667.67) and $549 (£407.73), respectively. It remains to be seen if these prices will shift before Microsoft and Asus's official reveal.
🚨 PRICING ALERT 🚨
— billbil-kun (@billbil_kun) August 20, 2025
Here are the final prices of Xbox Handheld consoles in USD:
🔸 ROG Xbox Ally: 549.99 USD
🔹 ROG Xbox Ally X: 899.99 USD pic.twitter.com/8sz1DKGFY7
ROG Xbox Ally reported prices (EU):
— Klobrille (@klobrille) July 29, 2025
• 599 Euro for the Xbox Ally
• 899 Euro for the Xbox Ally Xhttps://t.co/E9e6kwiEhZ pic.twitter.com/Mze1LPz24Z
Xbox has officially confirmed that the ROG Xbox Ally and ROG Xbox Ally X will be available on 16 October.
The Global Rollout: Where to Buy It
The launch will span across a wide range of territories, including Australia, Belgium, Canada, Czech Republic, China (Xbox Ally X only), Denmark, Finland, France, Germany, Hong Kong, Italy, Ireland, Japan, Malaysia, Mexico, the Netherlands, New Zealand, Norway, Philippines, Poland, Portugal, Romania, Saudi Arabia, Singapore, South Korea, Spain, Sweden, Switzerland, Taiwan, Turkey, United Arab Emirates, United Kingdom, United States and Vietnam.
With the @ASUS_ROG Xbox Ally and Xbox Ally X, your games are available everywhere you go.
— Xbox (@Xbox) August 20, 2025
Handheld optimized games and an aggregated library make gaming on the go better than ever: https://t.co/ZrJCcyYVhD pic.twitter.com/rDZtAWSH7c
Details regarding the launch in Brazil, India, Indonesia, and Thailand will be announced at a later date. Additionally, the standard ROG Xbox Ally's arrival in China, rather than the Ally X, is scheduled for 'early next year.'
What It Means for Gamers
The ROG Xbox Ally X is positioned as a direct competitor to devices like the Steam Deck and Nintendo Switch 2, offering PC-level performance in a portable form factor. With the growing appetite for handheld gaming, the device could prove a hit — if the final pricing aligns with consumer expectations.
For now, gamers know when they can buy it, but not how much they will pay. As economic conditions continue to shift, the suspense over whether Microsoft will match, exceed, or undercut the leaked figures is adding an extra layer of drama ahead of October's launch.
