ASUS has implemented a significant price increase for its ROG Xbox Ally X gaming handheld in Japan, with costs jumping 21% from ¥139,800 to ¥169,000 including tax. The price hike affects only the premium 24 GB LPDDR5X variant, while the standard 16 GB LPDDR5 model remains unaffected. This regional price adjustment signals potential Western market increases.

The timing coincides with an ongoing DRAM shortage that has disrupted the PC industry throughout 2025. Recent reports indicate that memory constraints have already caused delays for Valve's Steam Deck and other hardware products. Industry analysts suggest the shortage could force several consumer electronics companies to halt production entirely by 2026.

This marks the second major Japanese hardware price increase in a single week, following Acer Japan's announcement of laptop and desktop PC price hikes. While US pricing for the Xbox Ally X remains stable at major retailers like Best Buy and the ASUS online store, the Japanese price surge suggests Western markets may soon face similar increases. The selective nature of the hike - targeting only the higher-memory configuration - strongly indicates that LPDDR5X memory costs are driving the price adjustment.