Microsoft has clarified that Asus independently set the pricing for its ROG Xbox Ally handheld gaming devices. According to the company, Asus based its pricing decisions on hardware configurations, performance tiers, and overall market positioning, rather than any direct influence from Microsoft.

Xbox Integration, but Pricing Independence

While the ROG Ally lineup carries Xbox branding and Game Pass integration, Microsoft emphasized that it did not control or dictate the console’s retail pricing. The partnership primarily focuses on software support, Xbox ecosystem integration, and Windows optimization, leaving all commercial and pricing decisions to Asus.

Market Factors and Hardware Features Influenced Prices

The ROG Ally handhelds, including the ROG Ally and ROG Ally X, feature high-performance AMD Ryzen Z1 processors, advanced cooling systems, and high-refresh-rate displays. Asus reportedly weighed production costs, feature upgrades, and competition from rivals like Steam Deck and Lenovo Legion Go before finalizing prices.

Microsoft Distances Itself from Pricing Debate

This clarification follows online discussions suggesting Microsoft may have influenced Asus’s pricing to align with Xbox’s broader strategy. However, Microsoft reaffirmed that its role was purely collaborative on the software and ecosystem side. Asus’s decisions reflect its own market assessments and business goals.

The Expanding Handheld Gaming Ecosystem

The ROG Ally series remains a major contender in the portable PC gaming market, offering full Windows functionality and Xbox Game Pass access. With handheld gaming growing rapidly, Asus’s pricing strategy aims to balance premium performance with competitive positioning, ensuring appeal to both console and PC gamers.