TAIPEI, August 26, 2026, 19:47 (CST)
- ASUS set the price of the ROG Xbox Ally X20 at $1,299, representing a 30% increase over the previous Ally X.
- ASUSTeK stock finished up 4.97%, increasing market value by approximately NT$34.2 billion.
- The $2,499 bundle is priced 92% higher than the standalone device.
ASUS launched U.S. preorders for the ROG Xbox Ally X20 at $1,299. Shares of ASUSTeK Computer Inc. TPE:2357, the parent company, gained 4.97% to NT$971 on Wednesday.
The action increased ASUSTeK’s market capitalization by roughly NT$34.2 billion, or 14% of its most recent quarterly brand revenue figure. ASUS has not revealed any figures regarding preorder numbers.
The release examines the extent to which ASUS can extend its high-end lineup. The X20 is priced 30% higher than the $999.99 ROG Xbox Ally X. Its cost is also more than twice that of the $599.99 base version.
| ASUS handheld | U.S. price | Premium to entry model | Key distinction |
|---|---|---|---|
| ROG Xbox Ally | $599.99 | — | Base version |
| ROG Xbox Ally X | $999.99 | 66.7% | Ryzen AI Z2 Extreme |
| ROG Xbox Ally X20 | $1,299.99 | 116.7% | 7.4-inch OLED, special anniversary chassis |
| X20 bundle | $2,499 | 316.5% | Includes AR glasses, case, accessories |
Preorders opened on August 25. The device becomes available in stores on October 15. The $2,499 package features ROG-branded AR glasses, a protective case, and a 68-watt adapter.
The X20 features a 7.4-inch OLED display with 1080p resolution and a 120Hz refresh rate. Powering the device is the AMD Ryzen AI Z2 Extreme processor, equipped with eight CPU cores and a neural engine capable of 50 TOPS. The chip is supplied by Advanced Micro Devices Inc. NASDAQ:AMD.
Microsoft Corp. NASDAQ:MSFT provides both the Xbox interface and brand. The device operates on Windows 11 instead of a proprietary console OS. Xbox Wire announced the preorder date.
ASUS may justify the elevated price with its product mix. The company reported second-quarter brand revenue of NT$241.1 billion, reflecting a 39% increase from the same period last year. Operating profit grew by 230% to NT$19.6 billion.
Gross margin rose to 16.5%, up from 12.4%. Products with higher value made up over 65% of total revenue. Management attributed this development to brisk demand in gaming, premium PC, and server segments.
The single-day rise in the stock was 1.74 times its quarterly operating profit. This highlights the degree to which investors have already priced in growth. However, this does not confirm that the handheld was responsible for Wednesday’s increase.
Analysts maintain an upbeat outlook, yet expect little short-term gains. Out of thirteen analysts, all agree on a consensus Buy recommendation. The average price target of NT$1,018 is 4.85% higher than the closing price on Wednesday.
Risks: ASUS has yet to disclose X20 orders, unit objectives or product margin details. The restricted edition could help maintain pricing but may not drive volume. Demand could also be curbed by memory expenses and intense competition in the handheld market.
The investor assessment starts ahead of the October rollout. Robust preorder conversions would back ASUS’s focus on premium offerings. If conversions are sluggish, justifying the NT$34.2 billion share price increase will be more challenging.
Related articles: Gaming
