TL;DR
Asus has told partners it will not introduce new smartphones during 2026, while pledging continued support for existing devices. Reports from distributors and trade press suggest the company's smartphone unit effectively operated only through the end of 2025, raising questions about a possible market withdrawal.
What happened
Asus, known for its ROG gaming phones and niche ZenFone models, has informed telecom partners that it will not release any new smartphones in 2026. Trade reporting indicates Taiwanese distributors have been unable to source Asus phones for some time, and internal timelines shared with partners imply the firm’s smartphone operations ran through December 31, 2025. The company’s public message frames the move as a pause rather than a definitive exit: it will continue to provide software updates, after‑sales service and warranty coverage for devices already on the market. That confirmation means anticipated models due this year, including the next ROG Phone and a ZenFone Ultra, will not be launched in 2026. While Asus stopped short of declaring a permanent departure from the segment, the supply disruptions and the decision to halt new releases suggest the brand’s future in smartphones is uncertain.
Why it matters
- A notable specialist player in the gaming‑phone niche has halted new launches, reducing variety for performance‑focused buyers.
- Existing Asus device owners are assured of continued software updates and warranty support through the company’s stated commitments.
- The move underscores how component cost pressures and weakening sales can reshape vendor strategies in the smartphone market.
- Fewer competing brands may affect pricing and innovation dynamics in the premium and gaming smartphone segments.
Key facts
- Asus built a reputation in smartphones primarily through its ROG gaming line and ZenFone models.
- Digitimes and distributor reports indicate Taiwanese channels have had difficulty sourcing Asus phones for a period leading up to 2026.
- Information shared with distributors suggests Asus’ smartphone operations continued only until December 31, 2025.
- Asus told telecom partners it will not launch new smartphones in 2026.
- The company said it will continue to provide software updates, after‑sales support and warranty coverage for existing devices.
- Planned 2026 models such as a ROG Phone 10 and a ZenFone Ultra 13 will not appear this year.
- Asus’ public statement describes the pause as temporary rather than an unequivocal exit from the smartphone business.
- The company did not provide a detailed explanation for the decision in the material cited.
- Possible contributing factors cited in reporting include DRAM and NAND shortages, rising component prices, tariffs and slowing smartphone demand.
What to watch next
- Whether Asus will formally announce a permanent exit from the smartphone market or resume phone launches in 2027 — not confirmed in the source.
- Any official updates from Asus clarifying the strategic reasons behind the 2026 pause — not confirmed in the source.
- How component pricing and supply trends (DRAM, NAND) evolve and whether they influence other manufacturers’ roadmaps — not confirmed in the source.
Quick glossary
- ROG (Republic of Gamers): Asus’ brand focused on high‑performance hardware designed for gaming, including phones and PCs.
- DRAM: Dynamic Random‑Access Memory, a type of volatile memory used for a device’s active operations and multitasking.
- NAND: A type of non‑volatile flash memory used for storage in smartphones, SSDs and other devices.
- Snapdragon 8 Series: A family of high‑end mobile system‑on‑chips from Qualcomm commonly used in flagship Android phones.
Reader FAQ
Has Asus stopped making phones entirely?
Not confirmed in the source; Asus said it will not launch new phones in 2026 but did not declare a permanent exit.
Will current Asus phones keep getting software updates and warranty service?
Yes. The company stated it will continue software updates, after‑sales support and warranty coverage for existing devices.
Are the next ROG Phone and ZenFone Ultra coming in 2026?
No. The report indicates models expected this year, including the next ROG Phone and a ZenFone Ultra, will not launch in 2026.
Why did Asus pause new smartphone launches?
The company did not provide a definitive reason in the cited material; reporting suggests component shortages, cost increases, tariffs and slower sales may have contributed.
Asus’ gaming phones may have hit game over By Rajesh Pandey Published 29 minutes ago Rajesh started following the latest happenings in the world of Android around the release of…
Sources
- Asus’ gaming phones may have hit game over
- Bad news for Zenfone and ROG fans as Asus reportedly …
- Asus won't make any new Android phones in 2026
- Asus confirms discontinuation of Zenfone and ROG Phone …
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