Sarah Bond Explains Xbox Ally Pricing, Confirms Next-Gen Console in Development
- Sagar Mankar
- 3 days ago
- 2 min read
The newly launched ROG Xbox Ally and Ally X handhelds have quickly become some of the most talked-about Xbox products in years. While the hardware has impressed with its specs and Xbox integration, the conversation online has largely centered around one thing: the price.
The standard Ally starts at $599, while the Ally X jumps to $999, putting it among the most expensive handhelds on the market. For many fans, that price tag feels steep for what some expected to be a more affordable “portable Xbox.” Now, Xbox president Sarah Bond has stepped in to clarify why the devices cost so much and who actually made the call.
ASUS, Not Xbox, Set the Price
Speaking with Variety, Bond explained that the pricing decisions were made primarily by ASUS, which handled the hardware manufacturing and positioned the two models based on performance upgrades and market research. Xbox’s role, she said, was focused on design collaboration and integrating the Xbox software experience, not determining the retail cost.
“We looked at, how do we create multiple options for people? And it really was ASUS, because this is their hardware,” Bond said. “That is all of their insight into the market, into the feature set, into what people want, to determine the ultimate prices of the devices.”
Built for Comfort and Gaming First
Bond also highlighted that the team prioritized ergonomics before anything else. The goal was to make sure the handheld felt comfortable for long play sessions, drawing on Xbox’s years of experience designing controllers. “We took everything we knew about what it took to make a controller, what it feels like to play for three hours, and worked on the ergonomics of the device to make it super comfortable,” she explained.
On the software side, Xbox partnered with the Windows team to optimize the operating system for handheld use. Since the Ally doesn’t have a keyboard, the interface had to be reworked for controller and touch input, ensuring players could jump into games seamlessly.
Next-Gen Xbox Already in the Works
Beyond handhelds, Bond also confirmed that Microsoft is actively working on its next-generation Xbox console. According to her, the system is already in the prototyping and design stages, developed in partnership with AMD.
“We have our next-gen hardware in development,” Bond told Variety. “We’ve been looking at prototyping, designing. We have a partnership with AMD around it, so that is coming.”
Importantly, Bond stressed that the new console will sit alongside Xbox’s broader ecosystem, not replace it. The Ally handhelds, she said, are part of Microsoft’s effort to give players more ways to play, while the next-gen console will represent what she previously described as the “largest technical leap you will have ever seen in a hardware generation.”
While no release window has been confirmed, reports suggest the next Xbox could arrive around 2027, lining up with Sony’s expected PlayStation 6 timeline. Rumors point to AMD’s upcoming “Magnus” APU powering the console, promising faster performance, better efficiency, and stronger AI capabilities.