Xbox has addressed the controversial $1,000 price tag of the ROG Ally X handheld, stating that the pricing decision was ultimately made by Asus. Xbox president Sarah Bond emphasized that Asus set the prices based on market insights and consumer demand. Despite its steep cost, initial responses to the device have been favorable, with reports of overwhelming demand leading to sold-out stock. The price, while double that of competitors like the Nintendo Switch 2 and Steam Deck, is positioned as reasonable in the current market, according to Bond. As for Microsoft's potential first-party handheld, plans remain uncertain, as internal interest has reportedly dwindled.

Will the high price of the ROG Ally X affect its sales success?

Surprisingly, initial sales have not been negatively impacted by the high price, according to Xbox. The device saw overwhelming demand and quickly sold out, indicating strong consumer interest despite the cost.

The ROG Ally X is part of Asus's foray into handheld gaming devices, catering to gamers seeking powerful mobile gaming options. Launched alongside the $600 ROG Ally, the series has been designed for compatibility with Xbox Game Pass, providing gamers immediate access to their libraries. With the rise in handheld gaming, Asus positions the ROG Ally series as a robust competitor in a rapidly growing market, facing off against established systems like the Steam Deck and Nintendo Switch.