Xbox Ally Unveiled: How Much Will Microsoft’s New Handheld Really Cost?
The era of portable Xbox gaming is finally upon us… well, slowly inching closer, at least. Despite missing the opportunity to do so during Tokyo Game Show, Microsoft and ASUS have officially launched preorders for the ROG Xbox Ally and its beefier sibling, the Ally X, bringing with them concrete pricing at last. For gamers who’ve been watching handheld PC consoles like the Steam Deck, the arrival of an “official” Xbox-branded solution is a moment many have waited for. But the real question now is: is it worth it?
In this article, we’ll dig into the announced pricing, regional variations, what that price tag gets you (and what trade-offs are baked in), how the Ally compares to rivals, and what it might mean for the future of handheld gaming in the Xbox ecosystem.
Xbox Ally Pricing: What We Know So Far
Microsoft and ASUS have revealed the following price structure for the new handhelds:
ROG Xbox Ally (base model): USD $599.99
ROG Xbox Ally X (high-end model): USD $999.99
In Europe, the pricing is correspondingly set at €599 for the base Ally and €899 for the Ally X.
In the UK, early listings and official announcements point to £499.99 for the standard Ally and £799.99 for the Ally X.
These numbers put the Xbox Ally lineup in premium handheld territory.
What Do You Get for the Price? Specs, Features & Expectations
That sticker shock becomes easier to parse once you break down what each model offers.
Base Xbox Ally
AMD Ryzen Z2 A processor
16 GB LPDDR5X RAM
512 GB SSD
7-inch, Full HD, 120 Hz display
60 Wh battery
Windows 11 (handheld-tuned interface)
Ally X (premium variant)
AMD Ryzen AI Z2 Extreme chip
24 GB RAM
1 TB SSD
80 Wh battery
Additional performance headroom, possibly better thermal handling, etc.
Because these devices run a Windows 11-based environment (tuned for handhelds), they can access not only Xbox games (via Xbox PC app and Game Pass) but also Steam, Epic, GOG, and more. The promise is flexibility: you’re not locked to one storefront or ecosystem.
However, performance expectations matter. At €600, the base Ally is likely to compete with mid-tier handheld PCs, not ultra-high-end rigs. Meanwhile, the €1,000 Ally X is pushing into territory reserved for premium devices — and that invites scrutiny on value per dollar.
Regional Pricing & Currency Conversion Nuances
One thing to watch: regional markups, import costs, tariffs, and local taxes can shift effective prices.
In Europe, the €599 / €899 pricing reflects an MSRP (Estimated Retail Price) approach.
In the UK, £499.99 / £799.99 seems competitive versus the euro zones, but still premium.
In markets like Australia and Canada, the Ally is slated at $799.99 (local) and the Ally X at $1,599 AUD.
Because currency conversion rates and import duties vary, gamers may see pricing swings. What matters is whether the hardware justifies the cost post-taxes.
Is the Xbox Ally Price Justified? Pros and Trade-offs
Let’s weigh the strengths and possible weaknesses at these price points.
Pros / Justifications:
Brand & integration: For Xbox fans, having a handheld with “Xbox” branding and built-in support (Game Pass, Xbox app, etc.) adds appeal beyond raw specs.
Cross-platform access: Windows-based means you aren’t limited to just Xbox games, you get freedom to install Steam, Epic, emulators, etc.
Premium variant for power users: The Ally X is targeting buyers who want one handheld to rule many use cases.
Innovation push: This kind of price sets a higher bar for handheld expectations; it may drive competition upward.
Potential Trade-offs:
Cost vs performance: You’ll pay a premium for that Xbox branding and flexibility — you might get more raw performance per dollar from non-Xbox handheld PCs.
Battery life and thermals: High-end handhelds often struggle to balance heat and battery — €1,000 doesn’t guarantee perfect efficiency.
Software optimization: It’s not enough to have power; developers need to optimize for the handheld environment.
Market niche risk: At high prices, this could remain a niche device, not mainstream.
In short, gamers will ask: does the “Xbox experience in handheld form” earn the markup over a similarly specced but unbranded PC handheld?
How the Ally Price Compares to Rivals
To understand whether €600 and €1,000 are sane, you need context.
The Steam Deck OLED is a major competitor. Many view it as offering excellent value for its performance.
Upstart handheld PCs and devices (e.g. variants by ASUS, GPD, etc.) pepper the €500–€1,200 range depending on specs.
The Ally X at €1,000 stakes out premium territory — if it can’t outperform or match its rivals in power efficiency, it may feel overpriced.
In essence, Microsoft and ASUS have deliberately chosen to play in the high-end lane — they’re targeting enthusiasts willing to pay. That’s a risk, but also a chance to define a premium segment for Xbox handhelds.
What This Means for the Xbox & Gaming Ecosystem
The pricing and positioning of the Xbox Ally matter beyond just early adopters. Here’s why:
Handheld gaming evolves: Microsoft entering this space formally validates handheld PC gaming as a serious frontier.
Game Pass expansion: A compelling handheld boosts the value of Game Pass: portability + access = stickier subscription.
Ecosystem lock-in: Players who buy into the Ally may double down on Xbox/PC investments.
Raising the bar: Rivals will have to respond: better thermals, better battery, or lower costs.
Potential for first-party consoles: If the Ally ecosystem gains traction, Microsoft might be encouraged to someday build a handheld that runs native Xbox console games (rather than just PC ports).
Three Quick Bullet Points to Remember
Base cost = $599.99 / €599 (approx.), giving you a mid-tier handheld with full Windows flexibility.
Premium model = $999.99 / €999, offering more RAM, storage, and likely higher thermal headroom.
Value depends on optimization and use case — raw specs aren’t everything; software tuning and real-world performance will determine whether it’s worth your money.
The Xbox Ally and Ally X bring clarity to what had been months of speculation around Xbox’s first branded handhelds. At base, €600 is ambitious but defensible; a player wanting that portable Microsoft-powered experience is paying partly for integration and ecosystem. But €1,000 for the Ally X pushes into elite pricing, demanding that the hardware and software deliver beyond expectations.
In the end, the question won’t just be “how much does it cost?” but “how much do you get?” If Microsoft and ASUS execute well — with polished performance, long battery, broad software support, and smart optimization — then the Ally line might justify its price. If not, early adopters may feel the squeeze.
I created this website as I feel the state of the games industry and games reporting as a whole has gotten overly negative and full of clickbait. While I understand both of these are a great way to generate engagement, it’s a detriment to those gamers (like myself) that are just trying to enjoy games and not have to worry about the negativity of the current state of the gaming industry. I want a space where gamers can come for unbiased news that doesn’t rely on clickbait or rumours with a dash of humour and have the opportunity to share their passion for games.
