ASUS justifies high cost of ROG XBOX Ally X20 with opportunity of a lifetime in ROG’s 20th anniversary console
ASUS recently detailed the design of the ROG XBOX Ally X20, a special edition of the portable console that celebrates 20 years of the ROG gamer brand. The company described the celebratory release as a “unique opportunity”, promising significant improvements compared to the standard version. However, interested parties will need to be prepared for a considerable financial investment to purchase the device.
In a conversation with Forbes, Gabriel Meng, gaming product director at ASUS ROG, shared the reasons behind the brand’s bold approach. He explained the intention to accelerate the introduction of the product to the market.
“What I would call an opportunity of a lifetime came up,” Meng said. He added that there was a window to “grab and bring this to market extremely quickly and early.”
Officially presented at Computex 2026, in early June, the ROG XBOX Ally X20 appears as an improved version of the ROG XBOX Ally
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The new laptop has already received favorable reviews from media outlets that had access to test it. However, an exact launch date has not yet been announced, although Meng indicated during the interview that it is scheduled to hit the market in 2026.
The official value of the device remains a secret, and price projections unfortunately do not bring optimism to consumers. The growing scarcity of components, combined with the high costs of memories, are identified as the main factors that will impact the final cost of the console. Estimates suggest that the price of the device will easily surpass the US$1,000 mark, equivalent to approximately R$5,135.
Meng was explicit in stating that ASUS will not be able to absorb these additional costs. “If these components end up costing us more, unfortunately it is something that cannot be subsidized by the company. This will be passed on to the consumer”, warned the director to the publication Forbes.
