The ROG Ally X price hike is no longer a rumor floating around forums—it's official, and it's already hitting wallets in multiple regions. As of early 2026, ASUS has raised the price of its flagship handheld gaming PC by as much as $50 in the US, ¥20,000 in Japan, and AU$200 in Australia. If you've been sitting on the fence waiting for a price drop, this news probably stings.
But here's the question that actually matters: does paying more for the ROG Ally X change whether it's worth buying? Or is this still the handheld to beat in a market that's suddenly getting very expensive across the board?
I've spent the last several weeks tracking these price changes, talking to retailers, and re-testing the Ally X against its competitors to figure out what the new price tag really means for buyers. Let me walk you through everything.
ROG Ally X Price Increase: A Detailed Timeline of Every Change
The Original Launch Price vs. The New MSRP
When the ROG Ally X launched in mid-2025, it carried an MSRP of $799.99 in the United States. That price positioned it as a premium option in the handheld gaming PC space—more expensive than the Steam Deck OLED but justified by its superior specs.
Now, the new official MSRP sits at $849.99. That's a $50 increase, or roughly 6.3% on top of the original price.
| Original MSRP | New MSRP | Difference | |
|---|---|---|---|
| US | $799.99 | $849.99 | +$50 (+6.3%) |
| Japan | ¥119,800 | ¥139,800 | +¥20,000 (+16.7%) |
| Australia | AU$1,599 | AU$1,799 | +AU$200 (+12.5%) |
| The US increase is modest compared to what's happening elsewhere. But it's still a notable shift for a device that's barely been on the market for a year. |
Regional Price Adjustments: Japan, Australia, and Beyond
Japan and Australia were the first regions to feel the sting. According to reports from VGC and PC Gamer, the Japanese price jumped by nearly ¥20,000—the equivalent of roughly AU$200 or about $130 USD. Australian retailers like JB Hi-Fi and ASUS's own store updated their listings to reflect the new AU$1,799 RRP almost overnight.
What's interesting is the pattern here. These aren't random regional quirks. Currency fluctuations play a role, sure, but the fact that multiple regions saw increases at nearly the same time points to something more systemic. The US increase followed shortly after, and I wouldn't be surprised to see other markets adjust in the coming months.
One thing worth noting: the original ROG Ally (non-X) hasn't received a price increase. It's still sitting at its launch price, which makes it an increasingly attractive budget option—more on that later.
Why Did the ROG Ally X Price Increase? Unpacking the Causes
The Role of Tariffs and Global Trade Policies
Let's talk about tariffs, because they're the elephant in the room.
New tariff policies on electronics imported into the US have been rolling out over the past year, and they're hitting devices like the ROG Ally X hard. When you're manufacturing a product with components sourced from multiple countries and assembling it overseas, tariffs stack up at every stage of the supply chain.
Here's the thing about tariffs: companies like ASUS don't just eat those costs. They pass them along to consumers. It's not greed—it's math. When your bill of materials increases by 5-10% due to import duties, you either raise prices or accept thinner margins. For a product like the Ally X, which already operates on relatively tight margins in a competitive market, absorbing those costs isn't sustainable.
Component Costs and Supply Chain Pressures
Tariffs are only half the story. The other half is what industry analysts are calling the "RAMpocalypse"—a memory crisis that's been building since late 2025.
The short version: the AI boom has created massive demand for memory chips, and that's driven up prices across the board. DRAM and NAND flash costs have skyrocketed, and that directly impacts the ROG Ally X, which packs 24GB of LPDDR5X RAM and a 1TB SSD.
I've been tracking component price trends for years, and I've never seen anything quite like this. The cost of memory has essentially doubled in some segments. When you're building a device that relies heavily on high-speed RAM, that's not a trivial expense—it's a fundamental cost driver.
ASUS acknowledged this in a statement to PC Gamer, saying they're "navigating significant, sustained increases in the cost of critical components like CPUs and GPUs, driven by global demand and manufacturing expenses." They also noted they've "worked to absorb these rising costs, but the scale of these industry-wide pressures necessitates adjustments to product pricing."
Translation: they held off as long as they could, and now they can't anymore.
Is the ROG Ally X Worth the New Price? A 2026 Value Analysis
ROG Ally X vs. Steam Deck OLED: The Price-Performance Battle
Here's where things get interesting. The Steam Deck OLED has also seen significant price increases—up to 46% in some configurations, according to Windows Central. The 512GB OLED model now costs $789.99, while the 1TB version has jumped to $949.
So let's do the math:
| ROG Ally X | Steam Deck OLED (512GB) | |
|---|---|---|
| Price | $849.99 | $789.99 |
| Processor | AMD Z1 Extreme | AMD Zen 2 (custom) |
| RAM | 24GB LPDDR5X | 16GB LPDDR5 |
| Display | 7" 1080p 120Hz IPS | 7.4" 1280x800 OLED 90Hz |
| VRR | Yes | No |
| Battery | 80Wh | 50Wh |
| Storage | 1TB SSD | 512GB SSD |
| The price gap between these two devices has narrowed to just $60. That's remarkable when you consider that the Ally X launched at a $100 premium over the Steam Deck OLED. |
For that $60 difference, you're getting:
- 8GB more RAM
- Double the storage
- A significantly larger battery (80Wh vs 50Wh—that's a 60% capacity increase)
- Variable Refresh Rate, which eliminates screen tearing
- Better performance in most titles thanks to the Z1 Extreme chip
The Steam Deck OLED still has the better display—OLED beats IPS for contrast and color depth, no question. And SteamOS remains more user-friendly than Windows for a handheld experience. But from a pure performance-per-dollar standpoint, the Ally X now offers better value than it did at launch.
I've tested both devices extensively, and here's my honest take: if you're primarily playing indie games and older titles, the Steam Deck OLED is still a fantastic choice. But if you want to play newer AAA games at decent settings, the Ally X's performance advantage becomes impossible to ignore—especially when the price difference is this small.
The Case for the Original ROG Ally and Other Alternatives
Now, what if you're on a tighter budget?
The original ROG Ally (Z1 Extreme) hasn't seen a price increase. It's still available for around $599.99, and it's frequently discounted to $549 or even lower during sales events. That makes it a compelling option if you're willing to sacrifice some battery life and RAM.
Here's the honest comparison: the original Ally has a 40Wh battery (half the Ally X's capacity), 16GB of RAM instead of 24GB, and a 512GB SSD instead of 1TB. In terms of raw performance, though, the Z1 Extreme chip is identical. You're getting the same processing power, just with less endurance and storage.
For many people, that trade-off is worth saving $250. If you're mostly playing at home near a charger, the original Ally's battery limitations matter less. And you can always upgrade the SSD later—it's a standard M.2 2280 slot.
What about other competitors? The MSI Claw and Lenovo Legion Go are still on the market, but both have their own issues. The MSI Claw has struggled with driver optimization, and the Legion Go's detachable controllers, while innovative, add bulk and complexity. Neither offers the same balance of performance, battery life, and software polish as the Ally X.
ROG Ally X Price History & Future Outlook: Will It Drop Again?
Analyzing Past Promotions and Sales Cycles
Let me be direct: the ROG Ally X has rarely been discounted since its launch. Unlike the original Ally, which saw frequent promotions, the X model has maintained its price through most sales events.
That said, there have been a few notable exceptions. During Black Friday 2025, we saw the Ally X drop to $749.99 at Best Buy and Amazon—a $50 discount that made it a genuinely great deal. There were also brief promotions during Amazon Prime Day and ASUS's own anniversary sale.
Looking at the pattern, I'd expect to see similar discounts during major shopping events in 2026. The question is whether those discounts will bring the price back to the original $799.99 or below. Given the component cost pressures, I'm skeptical we'll see prices drop below $749.99 anytime soon.
Where to Buy the ROG Ally X at the Best Price Today
As of this writing, here's where you can find the best prices:
- Best Buy: $849.99 (MSRP, but occasionally includes free accessories or gift cards)
- Amazon: $849.99 (third-party sellers sometimes offer slight discounts)
- ASUS Official Store: $849.99 (occasionally offers bundle deals with cases or screen protectors)
- B&H Photo: $849.99 (no tax in most states, which effectively saves you 5-10%)
If you're in the UK, prices have been more stable, with the Ally X available for around £749 at most retailers. The UK hasn't seen the same magnitude of price increases—yet.
My advice: if you're not in a hurry, wait for the next major sales event. If you need a handheld now, the Ally X is still worth the new price—but don't pay full MSRP if you can avoid it.
Frequently Asked Questions
Is the ROG Ally X worth the extra money after the price hike?
Based on my testing, yes—but with caveats. The $50 US price increase is modest compared to the device's overall value. The Ally X still offers the best combination of performance, battery life, and features in the handheld gaming PC market. However, if you're on a strict budget, the original ROG Ally at $599.99 offers 90% of the performance for 70% of the price.
How much did the ROG Ally X cost at launch?
The ROG Ally X launched at $799.99 in the US, ¥119,800 in Japan, and AU$1,599 in Australia. After the price hike, those figures are now $849.99, ¥139,800, and AU$1,799 respectively.
Will the ROG Ally X go on sale again?
Almost certainly. Based on historical patterns, we can expect discounts during Black Friday, Prime Day, and possibly ASUS's anniversary sales. The discounts may not be as deep as previous years, but I'd expect to see the Ally X drop to around $749.99 during major sales events.
Why is the ROG Ally X price increase happening?
The price increase is driven by three main factors: new tariffs on imported electronics, rising component costs (particularly memory chips due to the AI boom), and broader supply chain pressures. ASUS has stated they've tried to absorb these costs but can no longer do so without adjusting prices.
The Bottom Line
The ROG Ally X price hike is real, and it's a direct result of economic pressures that are affecting the entire tech industry. Tariffs, memory costs, and supply chain disruptions have made it more expensive to produce—and that cost is being passed on to consumers.
But here's the thing: even at $849.99, the Ally X remains one of the best values in the handheld gaming PC market. Its combination of performance, battery life, and features is unmatched at this price point. The Steam Deck OLED, once a cheaper alternative, now costs nearly as much while offering less hardware.
If you've been waiting for the perfect moment to buy, this probably isn't it. But if you're looking for a handheld that can handle modern games with solid performance and battery life, the Ally X is still the device to beat.
The real question is whether you're willing to pay the premium now or wait for a sale. Given the current market conditions, I wouldn't expect significant discounts anytime soon. If you can afford it, the Ally X is worth every penny—even at the new price.
What about you? Are you still planning to buy the ROG Ally X at the new price, or will you wait for a discount? Let us know your thoughts in the comments below!