ROG Ally X vs. Xbox Ally X: Real differences or clever rebranding?

3D render of the ROG Xbox Ally X playing Baldur's Gate III and ROG Ally X playing Balatro.

Xbox cooking up a handheld gaming console became the best worst-kept secret in recent months, but the suspected and confirmed ROG Xbox Ally X was finally unveiled during the June 8 Xbox Games Showcase.

At first, shoving “Xbox” in the name didn’t sound so innovative. How does it compare to the Asus ROG Ally X? An Xbox button alone wouldn’t be enough to get people to upgrade. But once we got a closer look, we realized that this isn’t just a branded Ally X. This might as well be the ROG Ally X 2.