Xbox President Sarah Bond Unveils Handheld Pricing, Windows Experience Focus, and Exciting Next-Gen Console Plans for 2026

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Xbox President Sarah Bond Unveils Handheld Pricing, Windows Experience Focus, and Exciting Next-Gen Console Plans for 2026

Xbox has just launched its new handheld gaming devices, the ROG Xbox Ally and the pricier Ally X. After just 24 hours, early reviews are already praising the devices. But the launch has raised some questions about their value and target audience.

Xbox President Sarah Bond shared insights with Variety about how the pricing was set. The Ally costs $599.99, while the Ally X is priced at $999.99. Bond explained that they collaborated with Asus, the device’s manufacturer, to determine the best price based on market features and consumer desires.

In September, when pre-orders started, demand surged. Bond noted, “We sold out quickly on the Xbox Store and at various retailers worldwide.” This positive reception reinforces their belief that gaming should be accessible anywhere, just like other forms of entertainment.

The partnership with Asus allowed Xbox to enhance the user experience rapidly. The design prioritized comfort and usability, taking into account factors like hand size and prolonged play sessions. Bond explained how they ensured the interface is optimized for casual and hardcore gamers alike, whether using a controller or touch.

However, some skeptics worry that the Ally might just be a rebranded Asus product. Bond assures that it’s genuinely an Xbox product, catering to diverse gaming styles and preferences. The goal is to provide distinct options—one for casual gamers and another for those seeking top-notch performance.

There’s also speculation that Xbox might be stepping back from developing its consoles. Bond clarified that they are actively working on the next generation of Xbox consoles while exploring the handheld market. “We are 100% looking at making things in the future,” she said, pointing to ongoing development and partnerships.

As the Ally and Ally X come out, Xbox faces a competitive landscape with recent price increases on consoles and Game Pass subscriptions. This launch is just the beginning; Bond emphasized that more innovations, optimizations, and game offerings are on the way.

With this development, Xbox aims to adapt and grow in the evolving gaming market, providing gamers with more choices. The excitement surrounding the Ally showcases the growing interest in handheld gaming experiences.



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