Microsoft’s bold entry into handheld gaming with the Xbox ROG Ally has fans scratching their heads. The price? Eye-watering. The reaction? Predictably fiery.
After months of speculation, Xbox has confirmed it’s working with ASUS to roll out a handheld gaming device under its brand umbrella. It’s a surprising pivot, especially with competition like the Nintendo Switch 2 and the proven performance of Valve’s Steam Deck already gobbling up the portable gaming market. But what should have been an exciting announcement for Xbox fans has instead left many feeling ripped off.
Sticker Shock Hits Hard
The leaks started small, then exploded across Reddit and Twitter. European retailers have reportedly listed the two models of the Xbox ROG Ally — White at €599, and Black at a jaw-dropping €899.
That’s not pocket change. It’s Steam Deck OLED money, and then some.
In a space already crowded with powerful yet cheaper options, the price alone has become the focal point of fan anger. And understandably so. Microsoft isn’t exactly launching a revolutionary new product. The hardware isn’t completely new — it’s mostly a revised ASUS ROG Ally with Xbox branding and a few tweaks.
One-liner reactions have flooded social media. “This isn’t a new device, it’s a new shell,” one user quipped. Another mocked ASUS’s earlier statement that they’d “avoid OLED to keep it affordable.” So much for that, apparently.
Fans Are Fuming — And Vocal
Reaction from the community has ranged from bitter sarcasm to genuine confusion.
You’ve got gamers trying to justify it. Others trying to understand it. But mostly, it’s just noise. Loud noise.
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“Asus: We decided against OLED to keep the handheld affordable for gamers.”
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“Why would I pay more than a Steam Deck for… this?”
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“Me trying to analyze what this means for Silksong…”
Some reactions are borderline comedic, others dead serious. The consensus? Xbox may have fumbled this one before the product even hit shelves.
What You Actually Get for €899
It’s not that the device is weak — the ROG Ally X is a solid performer on paper. It boasts upgraded RAM, improved battery life, and expanded internal storage. But is that worth nearly $1,000?
Here’s how it stacks up against the competition:
| Device | Starting Price | Storage | Screen | CPU/GPU |
|---|---|---|---|---|
| Xbox ROG Ally X | €899 (~$965) | 1TB SSD | 120Hz LCD | AMD Ryzen Z1 Extreme |
| Steam Deck OLED | $549 | 512GB SSD | 90Hz OLED | Custom AMD APU |
| Nintendo Switch 2 | ~$399 | 256GB (rumored) | OLED (rumored) | Custom NVIDIA |
Sure, specs are one thing. But brand loyalty and user experience are what really sell these devices. And Microsoft’s pitch here? Not exactly compelling.
Is This Even an Xbox, Though?
Here’s the kicker — the Xbox ROG Ally isn’t really an Xbox console. It’s a Windows handheld. It doesn’t tie directly into your existing Xbox like the PlayStation Portal does with the PS5. It’s more like a gaming laptop that fits in your hands. Technically cool. But spiritually? It doesn’t feel like Xbox.
There’s no special Xbox UI. No plug-and-play Xbox ecosystem. No incentive for longtime Xbox fans to choose this over a Steam Deck, which already runs Windows games through Proton and offers robust support for Game Pass.
This has led some to call it “just a rebranded PC with joysticks.” Ouch.
Timing Couldn’t Be Worse
Steam Deck’s latest OLED refresh was met with praise. It’s cheaper, slicker, and thanks to Valve’s constant updates, more versatile than ever. Meanwhile, Nintendo’s Switch 2 — only recently launched — is already dominating headlines with solid performance improvements and a lineup of exclusives.
Xbox needed a win. But instead, it may be walking straight into a buzzsaw.
August is still a few months away, and that’s when pre-orders are expected to open. But the optics right now? Rough. Really rough.
Hollow Knight: Silksong Can’t Save This
To add a cherry on top, leakers suggest that Hollow Knight: Silksong, the long-awaited sequel from Team Cherry, could be a launch title for the Xbox ROG Ally. That’s the kind of announcement that would normally have fans celebrating.
But even that can’t paper over the outrage. “Me trying to analyze what this means for Silksong…” one user posted, with a gif of someone literally staring at a chalkboard full of equations.
You can feel the collective shrug.
Another said what many were thinking: “The only reason this will sell is because the Xbox logo draws in casuals who don’t know what they’re buying.”
Microsoft’s Handheld Gamble Might Already Be a Bust
The reaction to the ROG Ally reveal feels like déjà vu. A tech company overestimating brand power, underestimating market expectations, and slapping on a price tag that makes even diehards pause.
Fans are calling it what it is: confusing, overpriced, and oddly disconnected from Xbox’s usual hardware lineup. No unique OS. No lower-tier model. No reason not to just buy a Steam Deck or a Switch.
Unless something drastic changes before launch — a killer feature, a huge discount, maybe even a rebrand — Microsoft might be looking at its biggest handheld flop before it even hits shelves.
