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A Premium Handheld That Defied Early Doubt
Price has always shaped the decisions players make when approaching new hardware, especially in a market crowded with handheld PCs and traditional consoles. When ASUS introduced the ROG Xbox Ally X, many assumed that its higher price point would restrict its reach. Instead, the opposite has happened. The Xbox branded handheld has become a commercial success across several regions.
Neither ASUS nor Microsoft have provided exact sales numbers for the ROG Xbox Ally or its higher end Ally X model. However, ASUS’s latest financial report offers a strong indication of how the device is performing.
Demand Far Beyond Expectations
According to ASUS, consumer response toward the ROG Xbox Ally X has been far stronger than anticipated. The company says demand has risen so quickly that it is unable to keep up with supply, creating shortages across multiple Southeast Asian markets and beyond.
To ease the strain, ASUS is now working closely with component suppliers to accelerate manufacturing output. The company noted that it intends to position the ROG Ally family as a long term pillar of its gaming ecosystem.
Revenue Projections Point to Continued Growth
ASUS also shared new financial targets for the Ally line. The company expects revenue of between USD 96 million and 160 million this quarter, rising to between USD 130 million and 160 million USD in the following quarter.
These projections highlight the handheld’s expanding importance within ASUS’s overall business strategy and suggest that the handheld PC category still has room to grow despite increasing competition.
A Strong Showing for Premium Hardware
The ROG Xbox Ally X has managed to secure a significant foothold in the market even with its premium pricing. Strong performance, Xbox branding, and well timed regional launches have helped the device cut through scepticism and establish itself as a popular option among handheld PC players.
With supply catching up and further updates promised, the Ally X appears set to remain a major part of ASUS’s gaming portfolio well into 2026.
