- Screenshot of Xbox ROG Ally X, Courtesy of Xbox Games Showcase 2025

3 Epic Wins for Xbox’s Ally X Launch

Originally posted on Total Apex Gaming | By Susana Rocha | Last updated Sep 30, 2025 9:30 AM ET

The Asus ROG Xbox Ally X sold out globally within hours of preorder launch, signaling strong demand for Xbox’s first handheld gaming device. Here’s what makes it stand out, and why its $999 price tag is stirring debate.

Xbox’s Handheld Debut Sparks Frenzy: ROG Ally X Sells Out Worldwide

In a bold move into the handheld gaming market, Xbox has partnered with Asus to launch the ROG Ally X- a premium portable console that sold out globally within hours of its preorder release on the Xbox Store. Set to launch officially on October 16, 2025, the Ally X is priced at $999, positioning it as a high-end alternative to devices like Valve’s Steam Deck and the Nintendo Switch.

Despite its steep price tag, the Ally X’s rapid sellout suggests strong consumer interest and pent-up demand for a dedicated handheld. This marks a significant milestone for Microsoft, which has long focused on console and cloud gaming but has never ventured into portable hardware —until now.

The Ally X isn’t just a rebranded version of Asus’s existing ROG Ally. It’s a refined edition with cooling and deeper integration with Xbox Game Pass. Early adopters are betting on its performance and ecosystem compatibility, especially with access to cloud gaming and Xbox exclusives on the go.

While the Xbox Store has run out of units, gamers still have a chance to secure the Ally X through Asus’s own storefront and select retail partners. The standard ROG Ally model will also launch on the same day, offering a more affordable entry point for those not ready to invest in the premium version.

Price vs. Performance: Is the $999 Ally X Worth It?

The $999 price tag has sparked debate across gaming forums and social media. Critics argue that Ally X’s cost places it in direct competition with full-fledged gaming laptops, while supporters point to its portability, integration, and high-end specs as justification.

Compared to the Steam Deck, which starts at a significantly lower price, the Ally X offers a sleeker design and potentially better performance, whether that’s enough to sway budget-conscious gamers remains to be seen. What’s clear is that Xbox’s entry into the handheld space is already shaking up the market, and the Ally X’s early success could pave the way for future iterations or even a broader hardware strategy.

For now, the Ally X stands as a statement piece: the Ally X is serious about handheld gaming, and players are eager to see where this new frontier leads. I only got into Microsoft gaming for a little bit, but I can honestly say that I’m pretty excited about the Ally X and how it compares to Nintendo’s Switch and Switch 2.

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This article first appeared on Total Apex Gaming and was syndicated with permission.

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