The ASUS ROG Ally X, a prominent handheld gaming personal computer, has recently undergone a substantial price adjustment in Australia. Initially released at AU$1,599, its retail price has escalated by AU$200 to AU$1,799. This notable increase contrasts sharply with typical console price adjustments, which are usually in smaller increments. The abrupt change has left many potential buyers feeling frustrated, especially those who delayed their purchase.
The primary reason cited for this unexpected price surge is the ongoing global shortage of essential components, particularly RAM and storage, a situation exacerbated by the burgeoning artificial intelligence sector. This shortage is not isolated to ASUS; it is impacting numerous hardware manufacturers across the gaming and electronics industries. For instance, the supply of Steam Deck OLED has been affected in certain regions, and Nintendo is reportedly re-evaluating the pricing strategy for its upcoming Switch 2 console. Valve has also confirmed delays for its Steam Machine and Steam Frame hardware due to these same component scarcity issues.
The ROG Ally X stands as the more robust variant among ASUS's handheld offerings. Its counterpart, the original ROG Ally, which is less powerful, has maintained its AU$999 price point and is often available at a lower cost through various retailers, such as Amazon Australia. Industry experts had already noted the premium pricing of the Ally X upon its initial launch, and this latest increase further solidifies its position as an expensive device in the portable gaming market. Reports from sources like VGC also indicate that Japan has experienced a similar price hike for the ROG Ally X, amounting to approximately AU$200.
The broader implications of this component crisis are severe. The CEO of Phison, a major storage solutions provider, has voiced concerns that many consumer electronics manufacturers may face bankruptcy or be compelled to discontinue certain product lines by the end of the year if the memory and storage shortages persist. This underscores the critical impact of the AI boom, which is diverting significant quantities of memory and storage resources, consequently disrupting the production and pricing stability of various consumer devices.
The recent price increase for the ASUS ROG Ally X highlights a significant challenge facing the global technology market. The escalating demand for components driven by the AI industry is creating ripple effects, leading to higher costs and supply chain disruptions for consumer electronics. As manufacturers navigate this complex landscape, consumers may continue to witness price volatility and potential delays in the availability of popular gaming hardware.