A new UK retail leak may have finally cracked the mystery around pricing for the Asus ROG Xbox Ally handheld. Marketing materials spotted at Argos list the base Windows 11 model at £499.99, and staff reportedly expect pre-orders to open soon. If accurate, that undercuts some earlier predictions and positions the handheld competitively for its launch window.
The more powerful ROG Xbox Ally X wasn’t priced in the Argos flyer, but speculation suggests it could land around £799 in the UK. Earlier this summer, a partner store in Spain listed the ROG Xbox Ally at €599 and the ROG Xbox Ally X at €899, which roughly converts to about £523 and £785, respectively. In the U.S., photos shared from a major electronics retailer show $549.99 for the Ryzen Z2 model and $899.99 for the Ryzen Z2 Extreme. Keep in mind that European pricing typically includes VAT, while U.S. sales tax is added at checkout, and tariffs can further complicate direct comparisons.
There are a few reasons to treat the Argos leak with caution. One of the images reportedly shows the Ally X next to the £499.99 tag, and the retailer has a reputation for occasional catalog errors. Even so, taken together, the UK, EU, and U.S. clues all point to pricing on the lower end of expectations, which should be welcome news for anyone eyeing a Windows 11 gaming handheld.
With the ROG Xbox Ally and ROG Xbox Ally X scheduled to release on October 16, an official announcement shouldn’t be far off. Microsoft is expected to showcase the devices at the Tokyo Game Show, and a press event on September 25 could finally lock in MSRP and pre-order details. If you’re planning to buy, keep an eye on regional pricing nuances and tax differences when comparing costs across the UK, EU, and U.S.
