What's Happening?
Xbox President Sarah Bond has clarified that ASUS was responsible for setting the $1,000 price tag for the ROG Xbox Ally X handheld gaming device. The device, which features AMD Ryzen Z2 Extreme and a custom Xbox-optimized Windows 11, is designed for both
power users and casual gamers. Despite its high cost, the device has sold out quickly, indicating strong market demand. Bond emphasized that ASUS's insights into market conditions and consumer preferences were key in determining the price. Microsoft collaborated with ASUS to develop the console-like controller feel and a custom version of Windows 11 for the device.
Why It's Important?
The pricing decision by ASUS highlights the growing trend of premium gaming devices targeting high-end users. This move could influence the broader gaming industry, pushing other companies to consider similar strategies for their flagship products. The collaboration between Microsoft and ASUS also underscores the importance of partnerships in tech innovation, potentially setting a precedent for future collaborations. Consumers seeking high-performance gaming experiences may benefit from the advanced features of the ROG Xbox Ally X, while the availability of a more affordable model ensures broader market accessibility.
What's Next?
Microsoft plans to roll out the custom Xbox and controller-friendly version of Windows 11 to other non-Xbox-branded handhelds next year. This expansion could lead to increased competition in the handheld gaming market, prompting other manufacturers to innovate and offer similar features. The success of the ROG Xbox Ally X may encourage ASUS and Microsoft to explore further collaborations, potentially leading to new product developments and enhancements in gaming technology.
