Xbox confirmed the launch for the ROG Xbox Ally Family withholding a big detail

When Xbox and ASUS jointly announced that the ROG Xbox Ally and ROG Xbox Ally X will launch globally on October 16, the reveal was packed with technical specs, feature deep-dives, and a clear push to position these devices as the next evolution in portable PC gaming. Yet, for all the talk of AMD Ryzen Z2 processors, AI-powered features, and the new Handheld Compatibility Program, one crucial detail was conspicuously absent: the price.

A Feature-Rich Launch Without a Price Tag

The official announcement leans heavily into the devices’ capabilities:

Xbox Ally: AMD Ryzen Z2 A processor, tuned for balanced performance and battery life.
Xbox Ally X: AMD Ryzen AI Z2 Extreme, 1TB storage, 24GB RAM, 80Wh battery, impulse triggers, and an NPU for upcoming AI features like Automatic Super Resolution and AI-generated highlight reels.
Xbox Full Screen Experience: A Windows 11 environment optimized for gaming, with minimized background processes and a dedicated Xbox button for quick navigation.
Handheld Compatibility Program: Badging system (“Handheld Optimized” / “Mostly Compatible”) to help players identify games that run well on handheld without heavy tweaking.

It’s a compelling pitch — but without pricing, the audience is left to speculate whether these devices will be competitive with the Steam Deck, Lenovo Legion Go, or even ASUS’s own ROG Ally line.

In the handheld gaming market, price is as much a feature as performance. The original ROG Ally launched at $699 USD for the Z1 Extreme model, with occasional discounts bringing it closer to $599. Given the Xbox branding, expanded features, and AI hardware in the Ally X, industry watchers expect a premium — but how much of one could determine whether this is a niche enthusiast device or a mainstream hit.

The lack of pricing at announcement could be strategic:

Market Positioning: Waiting to see competitor moves before locking MSRP.
Currency & Region Complexity: With simultaneous launches in over 30 markets, exchange rates and tax structures could complicate a unified reveal.
Hype Management: Keeping the conversation alive by staggering key details.

Rumored Pricing — What’s Being Whispered

While Xbox has not confirmed any numbers, supply chain chatter and retail placeholder listings suggest:

Xbox Ally: ~$699 USD
Xbox Ally X: ~$899–$999 USD
These figures align with the hardware delta between the two models and the precedent set by ASUS’s own high-end handheld configurations. If accurate, the Ally X would be positioned as a premium flagship, while the base Ally would compete more directly with mid-tier Steam Deck and Legion Go SKUs.

For Xbox, this isn’t just about selling hardware — it’s about expanding the Game Pass ecosystem into every form factor possible. By partnering with ASUS, they sidestep the R&D costs of building a handheld from scratch while still delivering a device that feels “first-party adjacent.” The inclusion of AI features also signals a long-term vision where handhelds aren’t just portable PCs, but smart gaming companions.

Still, the absence of pricing leaves a gap in the narrative. Until Xbox fills it, the conversation will be driven by speculation — and in a market this competitive, that can be both a blessing and a risk.