Microsoft and Asus confirmed that their first co-branded handheld gaming devices, the Xbox Ally and higher-spec Xbox Ally X, will reach stores on 16 Oct. 2025 in markets across North America, Europe and Asia. The companies are delaying the start of pre-orders and have withheld official prices, an unusual step for a hardware launch announced two months ahead of release. Jason Ronald, Microsoft’s vice-president for Xbox gaming devices, said the partners "need more time to figure the macro-economic impact to pricing," citing volatile component costs and shifting U.S. tariff policy. Asus senior vice-president Shawn Yen echoed the view, adding that final figures will be disclosed in September or October. Retail leaks put the entry-level Ally at about $549 and the Ally X at $899 in the United States, or €599 and €899 respectively in Europe, though both firms cautioned those numbers could change. The white Ally targets 720p gaming while the black Ally X offers 1080p performance, each featuring a 7-inch 120 Hz display. Microsoft also introduced a handheld-compatibility program to label games as "Handheld Optimized" or "Mostly Compatible," part of a broader push to broaden the Xbox ecosystem beyond traditional consoles.