ASUS Boosts Production As The Premium Handheld Sells Out
The ROG Xbox Ally X is a surprise hit… right before Christmas too! ASUS did not expect the rush. Yet demand is up, and the top-tier handheld is out of stock in key markets. Asus is boosting production to increase supply to match the surge. In an investor meeting, ASUS said the Ally line may generate between $96 million and $160 million in sales this quarter.
One catch: the top-line model is sold out! Buyers want the higher-end hardware, as ASUS admits it underestimated interest. The device manufacturer says the response “has been extremely positive,” and that the strongest demand lies with the most expensive configuration. The shortages back this up. The premium model has been difficult to buy since launch.
What’s Happening & Why This Matters
High-End Model Out of Stock
ASUS says demand for the premium ROG Xbox Ally X is beyond internal forecasts. The model with an AMD Ryzen Z2 Extreme chip, 24GB of RAM, and 1TB of storage is unavailable across major retailers. Its $999.99 price does nothing to slow interest.
Asus says it is working with suppliers to increase component flow. It calls the Ally a “core pillar” in its gaming strategy. The language alludes to long-term plans, not a short one-off product cycle.
ASUS Plans Bigger Production
ASUS confirmed it is boosting production to close the demand gap. It expects an augmented run to stabilize inventory, although it has not shared unit numbers. If the first batch was small, exceeding expectations is easier — but demand is still real. Rapid stockouts show buyers want a premium Windows handheld that performs well out of the box.
Lower-Tier Model Still Available
The entry version is still available. At $599.99, ROG Ally includes the AMD Ryzen Z2 A chip, 16GB of RAM, and 512GB of storage. The base model affords players a more accessible option while waiting for the top-end unit to return.
The rising Ally/Ally X interest reinforces a pattern: handheld gaming hardware is thriving again. The Steam Deck, Lenovo Legion Go, and now ASUS’s ROG are reinvigorating the category. Windows-based handhelds form a space for PC gaming in a portable form factor. Gamers are leaning in.
TF Summary: What’s Next
ASUS plans to ramp up production immediately. The goal is to get the ROG Xbox Ally X back on shelves and hope pent-up demand doesn’t ebb. Timing is unknown, but clarity may arrive in future investor updates. At the moment, the Ally portfolio has the juice!
MY FORECAST: The interest-and-demand surge validates ASUS’ handheld dreams. Expect accessories, next-gen variants, and lucrative partnerships. When the premium model returns, demand will stay high — and new options will saturate handheld gaming.
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