ROG Xbox Ally X Price Surges by Almost $200 in Japan

The ROG Xbox Ally X stands out as one of the top handhelds for PC gaming available today. While it does have some clunky UI adjustments and lingering Windows quirks, it offers a fantastic way for Xbox and Game Pass users to enjoy PC games on the move. However, its launch last fall came with a hefty price tag of $1,000, which has now increased even further in Japan.

Recent reports indicate that Asus has raised the price of the ROG Xbox Ally X in Japan from 139,800 yen (about $911) to 169,800 yen (around $1,107), marking a significant increase of 30,000 yen or nearly $200 based on current exchange rates. Interestingly, Microsoft’s website in Japan hasn’t updated its price listing, but it redirects users to Asus’s page, which reflects the new cost.

In contrast, the base model of the ROG Xbox Ally remains at 89,800 yen, or roughly $585. The price difference can be attributed to the fact that the standard model features 16GB of LPDDR5-6400 memory, while the Xbox Ally X boasts 24GB of LPDDR5X-8000. With RAM prices surging due to an ongoing shortage, the Ally X is particularly vulnerable to these fluctuations.

Asus was among the first in the PC gaming sector to inform its partners at the beginning of 2026 that price increases were on the horizon, driven by AI “hyperscaler” companies competing for available memory to expand their data centers. Although there was no specific mention of the Xbox Ally X handhelds at that time, Asus did commit to ramping up production to meet higher-than-expected demand.

This pricing challenge isn’t unique to Asus; other hardware manufacturers in the gaming industry are facing similar issues. Valve has postponed announcing the price of the Steam Machine as it assesses the rapidly shifting economic landscape, while its existing Steam Deck, a more affordable alternative to the Xbox Ally X, has become increasingly hard to find. Meanwhile, Sony is reportedly contemplating delaying the PS6 launch, Nintendo may need to raise the price of the Switch 2, and anyone with an aging PC looking to upgrade or build new is in for a tough time.