Xbox ROG Ally Leak Points to $549 and $899 Pricing Ahead of Launch

The long-rumored Asus ROG Xbox Ally and its more powerful sibling, the Xbox Ally X, have stirred the handheld gaming scene once again with a new round of leaks pointing to their possible price tags. According to former IGN staffer Destin Legarie, who says he contacted his local Best Buy, the standard model may launch at $549.99, while the upgraded Ally X could demand a hefty $899.99.

Although no official announcement has come from Asus or Microsoft, this information lines up with earlier speculation that these handhelds would try to undercut the pricing of some competitors while still testing the limits of what fans are willing to pay.

Legarie also claims Best Buy is preparing demo kiosks for the upcoming devices. Photos shared by an anonymous source show a glowing RGB kiosk at a Tennessee location, complete with promotional material highlighting compatibility with the entire Windows PC gaming ecosystem. Whether you want Game Pass titles, Steam favorites, or Epic exclusives, the Xbox Ally line aims to position itself as a plug-and-play bridge between console familiarity and PC versatility.

Still, doubts remain. Some fans have argued that the kiosk photos actually depict the existing ROG Ally X, which already retails for $899.99 after a price increase earlier this year. Others are quick to point out that Legarie’s earlier leaks have occasionally missed the mark, and with tariffs and fluctuating component costs, even accurate numbers could shift before launch day. It’s worth remembering that Asus’ handhelds have already seen inconsistent retailer pricing, sometimes overshooting their own official listings.

In terms of positioning, the rumored pricing paints a curious picture. The base Xbox Ally would land $100 cheaper than the current non-Xbox Ally Z1 model, offering broader game support and native Game Pass integration at a lower entry point. Meanwhile, the Ally X – built for enthusiasts chasing extra power – pushes handheld pricing into territory where it begins competing directly with high-end gaming laptops and even smartphones, some of which exceed $1,000 without raising the same eyebrows from consumers. This makes perception as important as raw performance.

Critics argue that splitting the lineup into two SKUs could backfire, confusing buyers who struggle to see the value gap between them. The lack of features like an OLED display and Valve-style trackpads also leaves questions about long-term usability compared to rivals such as the Steam Deck or Legion Go. Enthusiasts appreciate the horsepower, but without refined controls or premium display tech, the Ally X risks being labeled an expensive experiment.

With an October 16 release date still floating around, potential buyers are left with mixed feelings – intrigue at a $549 entry point, but concern at a near-$900 ceiling. Until official confirmation lands, the Xbox Ally series remains both exciting and controversial: a handheld caught between console affordability and PC ambition, sparking debates about who these devices are really made for.