Earlier this month, XboxEra claimed that, citing "rumors from Gamescom," Microsoft and ASUS had delayed announcing the ROG Xbox Ally's price due to backlash from leaked pricing, in order to discuss a price reduction. However, the latest announcement reveals the handheld will cost a whopping $599/$999, more expensive than the previously rumored $549/$899.

While this has led some to question XboxEra's report, the editor-in-chief of Insider Gaming confirmed its authenticity. He emphasized, "Anyone with even a passing connection to the gaming industry knows that these internal discussions did take place. However, for unknown reasons, the price reduction plan ultimately failed to materialize."

The specific reason for the shelved price reduction plan is currently unknown. However, thegamer stated that the market performance of this handheld remains to be seen. Although the device sold out immediately after its release, this may be a "false boom" created by the manufacturer's deliberate inventory control. Nothing can be determined until actual sales data is released.

It's worth noting that this isn't the first time Xbox hardware has sparked controversy over pricing. Recently, the Xbox Series X and S prices have increased to $399.99 and $649.99, respectively, and Costco has even removed all Xbox consoles from its shelves, citing "business decisions" as a "business decision," reflecting the market's lukewarm response to price increases.

While gamers were hoping the ROG Xbox Ally would broaden its audience with its affordable price, its final price tag was a shocking one.

Amidst competition from the Steam Deck and the rumored Switch 2, both maintaining lower prices, and amidst rumors of Sony potentially releasing a PS6-derived handheld, the Xbox series has become the most expensive and least accepted option.