"Tech manufacturer ASUS is struggling to keep up with demand for its new ROG Xbox Ally X, released on Thursday. After testing a review unit of the handheld gaming PC, I can attest that it's a powerful, if pricey, alternative to the Steam Deck. But it's also compromised by an unpopular shift in Microsoft's gaming strategy, and it doesn't quite fit into the niche I hoped it would."
"Meanwhile, the company's also trying to broaden the Xbox brand beyond such flagship devices. The recent "This is an Xbox" ad campaign presents anything from phones to laptops to smart TVs as capable of high-end gaming through Xbox Game Pass. But that subscription service, long touted as the "best deal in gaming," enraged fans when Microsoft hiked the cost of its fanciest tier to a staggering $30 a month."
ASUS struggles to meet demand for the ROG Xbox Ally X. The handheld delivers powerful performance but is expensive, positioning it as a Steam Deck alternative. Shifts in Microsoft's Xbox strategy and brand turmoil undermine the device. Xbox sales lag PlayStation 5 after tariffs raised console prices. Microsoft broadened Xbox branding across many devices and raised Xbox Game Pass Ultimate pricing to $30, provoking user backlash. The Ally X retails for $999 and the Ally for $599; both feel like half-measures rather than breakthroughs. Each unit resembles a tiny laptop with joysticks, Windows PC flexibility, and a Full Screen Experience for recent games.
Read at www.npr.org
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