ROG Xbox Ally Pricing: How It Competes with Steam Deck and Legion

Xbox ROG Ally handheld lineup enters the market with competitive pricing, high performance, and growing interest among gaming enthusiasts.

Hardware by Masaru Hoshino on Sep 29, 2025

Xbox has officially revealed the pricing for the ROG Xbox Ally X and the ROG Xbox Ally, and the numbers were not exactly what many expected. Earlier rumors suggested a price around $899, but the ROG Xbox Ally X is actually priced at $999.

This is about $100 too high. Many people, myself included, were excited about the $899 price point, and some retailers even listed the Xbox LAX at around $850.

ROG Xbox Ally is priced slightly more reasonably at $599, compared to the rumored $549.99. It's unclear why Xbox adjusted the prices—perhaps due to recent console price adjustments—but either way, it's a tough pill to swallow for many. That said, many people are already pre-ordering and seem excited to play.

ROG, Xbox Ally Pricing, How It Competes, Steam Deck and Legion, NoobFeed

Comparing Handheld Gaming Options

Upon examining the market, the timing of this release is noteworthy. The new handheld Legion was revealed at a price of around $1,200–$1,300, making it a very expensive option. Meanwhile, the ROG Xbox Ally X is priced at $999, the ROG Xbox Ally is $599, and the Steam Deck remains significantly more affordable.

I've played the Ally myself, and it feels like a slick device. If it performs well against competitors, it could actually give the Steam Deck a run for its money.

Having a third-party partner like ROG could also allow Xbox devices to play PlayStation games, which is a strategic move that could shape the future of Xbox hardware. The handheld felt great to play, and I've been considering a PC-like handheld for a while.

If Xbox reaches the right price point, this device has a strong chance of succeeding, even in a market where Nintendo has a solid grip.

Retail Changes Impact Availability

Costco has said that it would no longer sell Xbox systems, saying it is a commercial choice. They said they still have deals for the Switch and PlayStation, but Xbox will no longer be stocked. This may suggest that Xbox is focusing less on console retail and more on digital or third-party hardware.

Some people might think this isn't a big deal since Costco is only the third-largest retailer in the world. Still, it could signal a broader trend in which Xbox prioritizes other partnerships and products, such as handheld devices, over its console hardware. Given that Xbox has reported a negative 30% year-over-year in console sales, this shift in retail strategy makes sense.

ROG, Xbox Ally Pricing, How It Competes, Steam Deck and Legion, NoobFeed

Pricing Challenges for Current-Gen Consoles

The current Xbox Series X, priced around $800 for the 2TB version, is challenging to justify when considering the cost of building a PC with similar performance. Many of us might think twice before buying current-gen hardware at that price, especially when comparing to options like the PlayStation 5 Pro.

Proprietary console hardware is no longer a primary focus for Xbox, with attention shifting toward handheld devices and digital services.

Upcoming Games and Exciting Reveals

In brighter news, Hideo Kojima joined Phil Spencer on stage to reveal OD, a new Xbox exclusive. He also teased a stealth action game called Fizant, which echoes the style of his Metal Gear series. I'm personally excited to see how it develops, and I'm looking forward to returning to my backlog, including Death Stranding 2.

Also, TGS showed off Forza Horizon 6, and Phil Spencer was excited about the upcoming game. The trailer shows several of the main tunes from earlier Forza Horizon games, which is good news for fans of the franchise.

ROG, Xbox Ally Pricing, How It Competes, Steam Deck and Legion, NoobFeed

Final Thoughts

In general, the ROG Xbox Ally and Xbox Ally X are great new handheld gaming systems. While the pricing may be slightly higher than expected, the devices offer potential for strong performance and new gaming experiences.

With changes in retail availability and a focus on third-party partnerships, Xbox is shifting its strategy. However, the handheld market could provide an opportunity for growth and innovation that consoles alone may no longer be able to achieve.

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