Unfortunately, it’s not the first or likely last time we see this happen, but yet another tech product is getting a price increase. This time, it’s another handheld, as Redditor u/skumbagkitty noticed over on Best Buy, the ROG Ally X has jumped in pricing by $100 for each of the newer console models.

The Ally X was already one of the more expensive handheld options, as ASUS clarified that its pricing is based on performance, not the competition. It brings some of the highest performing hardware and features to the small form factor with the Z1 Extreme and still opts for running Windows, so it’s no surprise it’s much more expensive than the rest.

Without any official statement from ASUS just yet, we can only speculate that this is due to external factors like tariffs. We’ve already seen the Legion GO S increase pricing before its launch, and as we’ve seen Sony and others have to resort to price increases, it might just be ASUS having to follow suit to pay for the extra cost on top.

New ROG Ally X pricing

At launch, the ROG Ally X cost $799.99 for the 1TB model and $899.99 for the 2TB model back in February. We even saw the price of the original model drop following its launch after competitors began to unveil new models. Alas, both Ally X models are now $100 more expensive.

That means the Ally X 1TB is now $899.99, while the 2TB model is just below the $1,000 mark. So, unfortunately, those waiting for a price drop to consider buying the handheld might have just lost out. Much like u/Automatic_Occasion38 commenting on the post says, they were hoping for a decrease, not an increase. In contrast, those who have already bought the handheld revel in their savings.

Now, we can only hope that some deals later in the year will provide a good enough discount to make it a worthwhile purchase. At least you can upgrade the SSD on the ROG Ally, which means you can get the original model and upgrade it immediately to save yourself some cash. Many existing owners have also been turning to upgrading the ROG Ally’s battery, since it’s cheaper than buying an Ally X.

Over in the UK, the price of the ROG Ally X remains at its original £799 price tag at stores such as Currys and the ASUS eShop.

About the Author

Sebastian Kozlowski

With a fascination for technology and games, Seb is a tech writer with a focus on hardware and deals. He is also the primary tester and reviewer at BGFG and PCGuide.