Although Asus affirms that the mobile business still maintains operations, the latest reports show that the company will not launch any Zenfone or ROG Phone devices next year.
Although it has never been a "giant" dominating the market share, Asus still has a long history in the smartphone industry. However, signs of stagnation have appeared more and more clearly.
For example, the Zenfone line - famous for its characteristic compact design - has abandoned this identity to switch to a larger size. Even the Zenfone 12 Ultra version launched in 2025 also has the design language of the ROG Phone line instead of maintaining its own identity.
In 2025, Asus only launched two product lines, Zenfone 12 Ultra and ROG Phone 9 series. Stepping into 2026, the roadmap for launching new products is still empty.
According to sources from Digitimes, Asus has "clearly announced to distribution channels and carriers" that there are no plans to launch new Android phones in 2026.
However, the company pledged that "maintenance, software updates and warranty services for existing products will not be affected".
Notably, Asus still declared that "smartphone business operations will continue to be maintained", implying that the door for future devices has not completely closed.
This suspension decision is considered reasonable in terms of timing, especially in the context that the price of memory components is forecast to skyrocket in 2026. However, whether Asus is really "letting go" completely of the mobile segment or is just temporarily taking a break to wait for an opportunity is still a big question mark.
