So, what happened here? Well, we know that Microsoft has increased the price of the Xbox Series X and S in the US specifically this month, so it stands to reason that the ROG Xbox Ally would get a price bump ahead of launch as well.
Despite this, a rumour that originated from the Xbox Era podcast and was later corroborated by the ever-reliable Tom Henderson at Insider Gaming, suggests that Microsoft and ASUS actually wanted to “further subsidise” the price of the ROG Xbox Ally – but obviously that hasn’t ended up working out.
It seems this was based on feedback to the European prices that first leaked in June, and those prices actually haven’t changed at all since then – they were leaked as €599.99 and €899.99, and that’s what they turned out to be.
If you were even remotely connected within the industry, you’d know that this was, in fact, true at the time. But they obviously couldn’t do it for whatever reason.— Tom Henderson (@_Tom_Henderson_) September 26, 2025
Exactly what he said, but it didn’t work out. Reporting on what’s going on behind the scenes on stuff like this is risky, but what he is saying wasn’t made up or whatever you’re trying to imply.— Tom Henderson (@_Tom_Henderson_) September 26, 2025
Everything here should be taken with a pinch of salt as always, but clearly Microsoft wanted to make these devices as cheap as possible. It’s a “challenging” climate as Team Xbox has mentioned right now though, so it seems MS and ASUS couldn’t go quite as low as they wanted to.
Nevertheless, these look set to be amazing handhelds when they arrive on October 16th, and we’re hopeful (and dare we say, quietly confident?) that they’ll be worth the money. We’ll find out for sure in just a few weeks’ time!
Are you happy with the price of the ROG Xbox Ally? What’s the sweet spot in your opinion? Tell us below.
Fraser is the News Editor at Pure Xbox, where he spends his time reporting on the biggest stories in the world of Xbox and beyond.