Asus has officially confirmed that it will not launch any new Zenfone or ROG Phone smartphones in 2026, marking a major pause — and potentially the end — of its long-running smartphone business. The announcement confirms there will be no Zenfone 13 series and no ROG Phone 10 lineup, ending months of speculation surrounding the future of Asus mobile devices.
The confirmation comes from statements made to telecom partners and industry sources in Taiwan, following reports that distributors were no longer able to procure new Asus smartphones through official channels.
No New Asus Smartphones in 2026, But Support Will Continue
Despite the halt in new product launches, Asus has emphasized that it is not shutting down its smartphone operations entirely. The company says it will continue to provide:
- Software updates
- Security patches
- Warranty coverage
- After-sales service
for all existing Zenfone and ROG Phone users.
In an official response, Asus stated that its smartphone division will maintain its current operating model, but has no plans to introduce new smartphone models in 2026.
End of the Road for Zenfone and ROG Phone?
The decision effectively confirms that Zenfone 12 Ultra (2025) and ROG Phone 9 Pro (2024) are the final devices in their respective lineups — at least for now.
The Zenfone series, first launched in 2014, built a loyal following thanks to bold experiments like flip cameras, compact flagship designs, and near-stock Android software. Meanwhile, the ROG Phone brand helped pioneer the gaming smartphone category, introducing features such as high-refresh-rate displays, advanced cooling systems, and gaming-focused accessories.
However, Asus struggled to scale these products globally as competition intensified.
Why Asus Is Pausing Its Smartphone Business
Industry analysts point to mounting pressure from Chinese and South Korean smartphone brands as the key reason behind Asus’ decision. Brands like Xiaomi, Vivo, Oppo, Samsung, and others now dominate both the value and premium Android segments, leaving little room for PC-centric manufacturers.
Asus has faced challenges in mobile profitability for years. In 2018, the company recorded a one-time charge exceeding NT$62 billion related to its smartphone business, one of the largest financial setbacks in its history. While Asus later narrowed its focus to premium Zenfone models and gaming-centric ROG Phones, the strategy failed to deliver sustained growth.
A Familiar Story for PC Brands in Mobile
Asus’ move highlights a broader trend in the smartphone industry: PC manufacturers struggling to compete in the mobile market.
Fellow Taiwanese brand Acer exited smartphones entirely in 2016 and only returned in 2024 through a brand-licensing deal limited to India. Asus now appears to be following a similar path, at least temporarily.
Whether this pause is a strategic reset or a quiet exit remains unclear.
Will Asus Return to Smartphones in 2027?
As of now, Asus has not confirmed whether Zenfone or ROG Phone will return in 2027. While the company insists this is a pause rather than a shutdown, industry observers remain skeptical given the shrinking margins and intense competition in the Android smartphone market.
For fans of Asus smartphones, 2026 marks the end of an era — one defined by experimentation, gaming innovation, and clean Android experiences.
📌 Key Takeaway
Asus is stepping away from launching new smartphones in 2026, effectively discontinuing the Zenfone and ROG Phone lineups — a decision that underscores how brutal and unforgiving the modern smartphone market has become.
