Microsoft's ambitious vision of turning every device into an Xbox is facing its first major reality check. The company's partnership with ASUS on the ROG Ally and Ally X handheld consoles - officially branded Xbox devices - has delivered what The Verge calls a disappointing experience that "largely does not meet expectations." This stumble comes at a critical moment as Microsoft doubles down on its platform-agnostic gaming strategy.
Microsoft's bold proclamation that "everything is an Xbox" just hit its first major snag. The company's partnership with ASUS on the ROG Ally and Ally X handheld gaming devices was supposed to showcase how Xbox could transcend traditional console boundaries, but early reviews suggest the execution falls short of the vision.
The Verge's Sean Hollister delivered a harsh verdict on the devices during the latest Vergecast episode, noting that despite carrying official Xbox branding, "they largely do not meet those expectations." This critique strikes at the heart of Microsoft's gaming transformation - can the company maintain Xbox's quality reputation when it's no longer controlling the hardware?
The timing couldn't be more critical. Microsoft has been aggressively pushing its "This is an Xbox" marketing campaign throughout 2024, positioning phones, TVs, and tablets as Xbox gaming platforms through cloud streaming. The ROG Ally devices represent the next evolution - Windows-powered handhelds that promise console-quality gaming on the go.
But the reality appears messier than the marketing. While Steam Deck has carved out a successful niche with its Linux-based approach, Microsoft's Windows-powered alternative seems to be struggling with the fundamental challenge of cramming a desktop OS into a handheld form factor. The result is devices that technically run Xbox Game Pass but don't deliver the seamless experience Xbox fans expect.
This stumble raises broader questions about Microsoft's platform strategy. The company has been gradually de-emphasizing Xbox hardware sales in favor of subscription growth and cloud gaming expansion. Xbox Game Pass now boasts over 34 million subscribers, and has been bringing exclusives to competing platforms like PlayStation and Nintendo Switch.
