The ASUS ROG Xbox Ally X Is Already Selling Out Across the Globe
Despite its steep pricing, the newly announced ASUS ROG Xbox Ally and ROG Xbox Ally X handhelds are already selling out across the world. After being officially revealed at Gamescom last month, details on pricing and pre-orders were scarce, until last night, when Microsoft confirmed both availability and cost.
The base ROG Xbox Ally model is priced at $599 USD, while the more powerful Ally X comes in at a hefty $999 USD. Yet even at that premium, demand has been overwhelming.
Microsoft celebrated the news in a post on X (formerly Twitter):
"The hype is real! ROG Xbox Ally X preorders are sold out on the Xbox Store worldwide. You can still grab yours at Asus Store or find a local retailer on xbox.com."
The hype is real! ROG Xbox Ally X preorders are sold out on the Xbox Store worldwide.
— Xbox (@Xbox) September 26, 2025
You can still grab yours at https://t.co/eRMel1t1yy or find a local retailer on https://t.co/MSGd97Wi6f
Pre-Orders Sell Out, But What Does It Mean?
It’s important to note that this sellout refers only to the first batch of pre-orders. Microsoft hasn’t disclosed how many units were initially available, meaning this early sellout isn’t necessarily a sign of long-term, mass-market success.
What it does confirm, however, is that early-adopting enthusiasts are not deterred by the high pricing. The true test will come after launch, as broader sales numbers and year-long adoption rates show whether the Ally X is a genuine breakthrough or simply a niche enthusiast product.
While ASUS manufactures the handheld, the device is marketed under the Xbox brand, which has seen lukewarm hardware sales in recent years. Reports suggest that the Xbox Series X/S has sold just a little over 30 million units in the five years since its release - well behind competitors.
Adding to concerns, Costco, the third-largest retailer in the world, has reportedly stopped selling Xbox consoles in both the US and UK. Costco Canada still offers the hardware, but given the shifting retail landscape, questions remain about the brand’s long-term hardware performance.
The ROG Xbox Ally and Ally X are scheduled to launch worldwide next month. With early enthusiasm high, but long-term questions looming, the handheld could mark either a bold new chapter for Xbox-branded devices or a fleeting hit among dedicated fans.
Would you pay $999 for a handheld like the ROG Xbox Ally X, or is that a price too steep for portable gaming?
