When Microsoft and Asus walked onto the Gamescom 2025 stage, many expected to finally hear the full package for their new handhelds, the ROG Xbox Ally and ROG Xbox Ally X.
The event locked in the October 16 launch date but left pricing and preorder details hanging. This wasn’t a slip-up, as both companies admitted they need “more time to figure out the macro-economic impact,” a line that’s become standard in hardware.
Because tariffs, supply costs, and inflation are so unpredictable, Microsoft and Asus decided it wasn’t the right time to announce a set price.
Why Did Microsoft and Asus Delay the Price Reveal?
Xbox executive Jason Ronald explained that pricing handhelds is more complex than pricing consoles, as factors like battery life, portability, and performance shape what buyers consider a fair deal.
Asus VP Shawn Yen said the unstable market means they’re still working out the final figures. In short, they’d rather wait than risk announcing a price that could backfire.
This shift is unusual because the companies were expected to roll out preorders right alongside the release date reveal.
In fact, leaks suggested that was the original plan. But once early numbers surfaced, the strategy changed overnight.
What Prices Were Leaked Beforehand?
Well before the official announcement, Dealabs and leaker billbil-kun reported supposed final prices:
- ROG Xbox Ally – around $549 / €599
- ROG Xbox Ally X – around $899 / €899
Best Buy and other retail backend listings temporarily displayed the same figures before pulling them.
Getting the release date right gave the leaks legitimacy, but fans remained skeptical about a handheld costing $900.
According to industry chatter, Microsoft and Asus closely monitored the backlash. Reports from journalists on the Gamescom floor suggested that both companies may now be exploring subsidy options or revised bundles to soften the sticker shock.
What Features Have Been Confirmed So Far?
While prices are uncertain, some new features were confirmed:
- Handheld Compatibility Program
- Advanced Shader Delivery
- AI-powered upgrades for the Ally X (coming in 2026)
These features suggest Microsoft and Asus want the devices to stand out beyond raw specs, even as they wrestle with how much to charge for them.
The official word is that pricing and preorder details will be revealed “in the coming weeks,” likely sometime in September or October, just ahead of launch.
At this point, the leaked numbers should be seen as provisional. Microsoft has a history of adjusting hardware prices right before release, and the current situation makes changes even more likely.
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