Asus ROG Xbox Ally price leak points to shockingly low cost

We're mere weeks away from the much-hyped Asus ROG Xbox Ally gaming handheld launch, and with stock now being shipped around the world ready for prime time, leaks about the device are turning from an occasional drip to a steady stream. The latest one gives us a very strong hint at the Asus ROG Xbox Ally price and pre-order date, suggesting the new handheld could cost around $549, which is far lower than previously suspected.

Immediately, we will note that this is the Asus ROG Xbox Ally price, not the cost of the more capable Xbox Ally X model that we're expecting to be competing for top spot on our best gaming handheld guide when it launches. A previous Xbox Ally X price leak hinted at that model costing nearly $1,000. But still, the lower-spec Xbox Ally is looking to be a very capable handheld, and this leak puts its price at a level that will be very tempting for many buyers.

The leak comes from a worker at British retailer Argos who took pictures of what appear to be in-store promotional posters, including mentions of Asus and Lenovo laptops, Samsung phones, and the Asus ROG Xbox Ally. In the image, we can clearly see its price listed at £499.99, which is equivalent to just over $670, if directly converted at face value.

However, thanks partly to the way sales tax is calculated, we generally see UK tech prices being much closer to US prices, with the MSRP for the current ROG Ally X being £799.99 in the UK and $899.99 in the US, for example. Meanwhile, some tech is priced even closer. The Razer Deathadder V4 Pro gaming mouse, for instance, is priced at £169.99 and $169.99. If you remove the VAT from the UK price and perform a straight currency conversion, it comes out at around $560, so a $549 price doesn't look out of the question - it may even be priced as low as $499.

Although the pre-order date isn't shown in the image, the leaker, who posted the photos to Reddit, also claims they have seen evidence that the pre-order date for the handheld will be "tomorrow," which, given the time of the leak, would actually be today. Currently, there's still no sign of pre-orders having opened up for the device, but there's still plenty of time left in the day for that to change.

Comparing the specs of the Xbox Ally to the Xbox Ally X, the current ROG Ally X, and the Steam Deck OLED, the lower-spec Xbox Ally is a big step down in capability compared to the higher-spec version, with it even having lower specs than the ROG Ally X. However, if Microsoft has managed to optimize Windows and its interface for the handheld, it could still be a very tempting low-cost option that, on price and specs, will be competing very directly with the Steam Deck.

Does this rumored Asus ROG Xbox Ally price tempt you to get your pre-order in, or are its modest specs just a little too basic for a new handheld in late 2025? Why not join our community Discord server and let us know your thoughts?