The ROG Xbox Companion X In a key region of the world that has become a bit more expensive to buy, reports claim that the handhelds made by Asus and Microsoft have recently become more expensive in Japan. Unfortunately, the Xbox handheld's price hike is part of an ongoing trend affecting the entire gaming and tech industries.
Originally launched in October 2025 after some delays, the ROG Xbox Ally X is a collaborative product between Asus and Microsoft. Drawing inspiration from the Asus ROG Ally handheld lineup, the Xbox-branded gaming tablet allows users to play PC games on the go. ROG Xbox Ally handhelds use Windows 11 as the main operating system, which means the launchers Steam, Battle.net, and Epic Games Store can be installed on them. The ROG Xbox Companion lineup also receives periodic system updates to improve performance and add new features for users to use.
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ROG Xbox Ally X is more expensive in Japan
While the ROG Xbox Ally X is still available for purchase worldwide, the Asus handheld has suddenly become pricier in Japan. As of this writing, the price of the ROG Xbox Ally X has increased from 139,800 yen to 169,800 yen, with taxes included in the new MSRP. The 30,000 yen price jump converts to about $195. In short, the new price of the ROG Xbox Ally X in Japan is estimated at $1,100 including taxes. Although the ROG Xbox Ally X's MSRP is still $999 as of this writing, any taxes or fees calculated later could push the price closer to the $1,100 mark. However, the price increase on the ROG Xbox Ally X handheld does not extend to the lower-spec ROG Xbox Ally handheld, which remains priced at 89,800 yen including taxes.
The main reason for the price increase is the ongoing RAM crisis affecting all parts of the tech and gaming industry. After the fall of 2025, the price of essential PC components, including RAM and solid-state drives (SSDs), will increase by several hundred dollars. The price hike is driven by high demand for RAM and other components for AI-based data center infrastructures worldwide by tech companies like OpenAI and Google. Additionally, RAM manufacturers such as Micron have abandoned the consumer market in favor of enterprise customers. The ongoing crisis is also unlikely to be resolved soon. However, it's worth noting that the ROG Xbox Ally X hasn't seen any price jumps in other countries as of this writing. Currently, the ROG Xbox Ally X can be purchased at Best Buy and other retailers for $999, before taxes and fees are applied. Therefore, it is currently cheaper to purchase the ROG Xbox Ally X system outside of Japan.
The RAM crisis continues to dictate pricing
However, the Xbox ROG Ally X isn't the only handheld to feel the sting of the RAM shortage crisis. Valve's Steam Deck is completely sold out in the US, and volumes of the popular handheld are limited in other parts of the world. Valve confirmed that it is short on essential components needed to make more Steam Deck units to meet consumer demand. The component shortage is also responsible for the delay of the upcoming Steam Machine, which is now scheduled to launch within the first half of 2026.
The ongoing RAM crisis could also affect the price of other Xbox products. Rumors say that the Xbox Series X/S could see a price jump in 2026 due to a lack of RAM, while 2025 will see two price hikes as a result of global economic conditions. Since the ROG Xbox Ally X is expensive in Japan, time will tell if it expands to other nations soon.
- brand
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Xbox / ROG
- operating system
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Windows 11 Home
- processor
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AMD Ryzen AI Z2 Extreme Processor
- Performance
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7” IPS, 500 nits, 16:9, 120Hz refresh rate, FreeSync Premium, Corning Gorilla Glass Victus + DXC anti-reflection
- resolve
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FHD 1080p
- Original release date
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2025
Sources: Automaton, Pure Xbox
