The global gaming community has been buzzing with excitement, and for good reason. Today, Microsoft and Asus officially opened preorders for their highly anticipated handheld gaming consoles: the ROG Xbox Ally and the ROG Xbox Ally X. With prices starting at $599 for the Ally and $999 for the Ally X in the United States, these devices promise to shake up the handheld gaming landscape and bring PC-level performance to portable play.
Pricing Across the Globe
The consoles are launching at different price points worldwide, reflecting both exchange rates and regional market strategies. Here’s a quick breakdown:
- United States: $599 (Ally), $999 (Ally X)
- Canada: $799 CAD (Ally), $1,299 CAD (Ally X)
- Europe: €599 (Ally), €899 (Ally X)
- United Kingdom: £499 (Ally), £799 (Ally X)
- Australia: $799 AUD (Ally), $1,599 AUD (Ally X)
Both devices are set to ship on October 16th, 2025, making them one of the most highly anticipated fall gaming launches.
In the U.S., availability differs slightly: the Ally X will be exclusive to Best Buy, Microsoft’s online store, and the Asus Shop, while the standard Ally will enjoy wider distribution through retailers such as Amazon, Walmart, Best Buy, Ant Online, and Microsoft.
A New Take on Xbox Pricing
For console gamers, the pricing might raise eyebrows. After all, Microsoft’s first handheld Xbox devices aren’t cheap. The $599 Ally costs $150 more than Nintendo’s Switch 2, a console that already faced criticism for its higher price point. Even more surprising, the Ally costs $100 more than the Xbox Series X did at launch, despite the Series X being more powerful in raw console terms. In Europe and the UK, the entry-level Ally is priced the same as an Xbox Series X.
But here’s the twist: the Xbox Ally and Ally X aren’t just consoles. They’re portable gaming PCs with Xbox branding, and that means they offer experiences a stationary console simply can’t. Imagine playing your favorite AAA titles in the backseat of a car, on a flight, or at a café — that’s the core promise of the new Ally line.
The PC Gamer Advantage
While console loyalists might balk at the price, PC gamers have a different perspective. These handhelds are the first Xbox devices to feature a customized Windows OS build that hides the traditional desktop and Explorer shell. This design streamlines performance, frees up system memory for gaming, and allows full controller-based navigation without needing a keyboard or mouse.
In short, Microsoft and Asus aren’t just launching handhelds — they’re redefining how Windows gaming can be experienced on the go.
The Handheld Market Challenge
Handheld gaming devices have been steadily rising in cost over the last few years. Flagship handhelds now often match or even exceed gaming laptop prices. At $999, the Ally X fits neatly into this trend. When compared to competitors like the $999 MSI Claw 8 AI Plus or the $1,349 Lenovo Legion Go 2, the Ally X actually looks competitive.
One major advantage: comfort. Reviewers and early testers have noted that the ROG Ally design feels exceptionally ergonomic, with well-balanced prongs that make extended play sessions much more enjoyable. For gamers who care as much about feel as they do about specs, this could be a key selling point.
The Risk and Reward of the $599 Ally
The standard Ally, priced at $599, is a bit of a gamble. Unlike the Ally X, it’s powered by a brand-new Ryzen Z2 A processor, an untested chip that performs closer to the Steam Deck’s hardware than to the premium Ally X.
Here’s what you’re getting under the hood:
- Ally X: 8 Zen 5 CPU cores + 16 RDNA 3.5 GPU cores, optimized for 15–35W TDP.
- Ally: 4 Zen 2 CPU cores + 8 RDNA 2 GPU cores, running at 6–20W TDP.
The difference is clear — the Ally X is designed for high-performance gaming, while the base Ally leans toward budget-conscious players who don’t mind lower graphics settings or performance trade-offs.
Why the Xbox Ally Line Matters
Beyond raw specs and pricing, Microsoft’s move into handheld hardware signals a major strategic shift. The company has been pushing Xbox Game Pass and cloud gaming for years, but the Ally and Ally X give Microsoft direct control of handheld gaming hardware, a space traditionally dominated by Nintendo and, more recently, Valve with its Steam Deck.
If successful, the Ally line could create a new category: Windows-based Xbox handhelds that merge console simplicity with PC flexibility. This hybrid approach has the potential to blur the lines between console and PC gaming, especially for players who value portability without compromising too much on performance.
A Global Rollout
Microsoft is not holding back when it comes to distribution. The Xbox Ally and Ally X will be available in over 40 countries, including major markets such as the U.S., Canada, UK, Europe, Australia, Japan, Korea, and more. Additional launches are also planned for Brazil, China, India, Malaysia, the Philippines, and Switzerland.
This wide rollout shows Microsoft’s ambition: the company wants its handhelds to be a global phenomenon, not just niche products for tech enthusiasts.
Early Impressions and What to Expect
Tech reviewers and gaming journalists, including those at The Verge and other outlets, are already preparing in-depth reviews of both models. Early impressions suggest that the Ally X, in particular, could be a serious competitor in the handheld gaming market, combining comfort, power, and portability.
Meanwhile, the entry-level Ally may appeal to budget-conscious gamers who still want access to the Xbox ecosystem but don’t need top-tier specs.
Frequently Asked Questions:
What is the price of the Xbox Ally and Xbox Ally X?
The ROG Xbox Ally is priced at $599 in the U.S., while the premium Ally X costs $999. Prices vary by region.
When will the Xbox Ally and Ally X be released?
Both models will officially ship on October 16, 2025, in multiple countries worldwide.
Where can I preorder the Xbox Ally X?
In the U.S., the Ally X is exclusive to Best Buy, the Asus Shop, and Microsoft’s online store.
What makes the Xbox Ally X different from the standard Ally?
The Ally X features 8 Zen 5 CPU cores and 16 RDNA 3.5 GPU cores, delivering higher performance compared to the base Ally’s entry-level Ryzen Z2 A chip.
Is the Xbox Ally more expensive than other consoles?
Yes. The $599 Ally is $150 more than Nintendo’s Switch 2 and $100 more than the Xbox Series X launch price.
Why are the Xbox Ally handhelds considered unique?
These are the first Xbox handhelds powered by a custom Windows OS build, optimized for controller navigation and smoother gameplay.
How does the Xbox Ally X compare to competitors?
At $999, the Ally X competes directly with the MSI Claw 8 AI Plus ($999) and the Lenovo Legion Go 2 ($1,349), offering comfort and strong performance.
Conclusion
The arrival of the ROG Xbox Ally and Ally X signals a bold step for Microsoft and Asus in redefining handheld gaming. By blending console-quality performance with PC flexibility, these devices bring a fresh perspective to portable play. While the $599 Ally caters to entry-level gamers and the $999 Ally X targets power users, both models showcase Microsoft’s commitment to expanding the Xbox ecosystem beyond living-room consoles. Yes, the price tags are higher than traditional consoles, but the value lies in their portability, design comfort, and Windows-powered versatility. With global availability and growing anticipation, the Xbox Ally series could mark the beginning of a new era in handheld gaming, one where players enjoy freedom, flexibility, and performance anytime, anywhere.
