Asus is reportedly planning to pause all new smartphone launches in 2026. This means users should not expect a new Zenfone or ROG Phone this year. The last major smartphone from the company was the Zenfone 12 Ultra, which launched in February last year.
Recent reports from Taiwan suggested that Asus might be exiting the smartphone market completely. Some local distributors claimed they could no longer get Asus phones through official channels. They also said they were told that the smartphone unit would only operate until December 31, 2025.
Asus has now clarified the situation. The company said its smartphone business will continue to operate. However, it also confirmed that there are no plans to launch any new smartphone models in 2026. Asus added that maintenance, software updates, and warranty services for all existing devices will continue without any issues.
The company reassured users that after-sales support will remain the same. This includes warranty coverage and regular software upgrades. Asus said it wants to make sure that user rights and interests are fully protected.
While Asus did not share the exact reason behind this decision, the move is not surprising. The smartphone market has become very competitive, especially with strong pressure from Chinese brands. Asus phones have struggled to achieve strong sales in recent years, unlike the company’s PC and laptop business, where it holds a much stronger position.
Asus entered the mobile phone market in the early 2000s. Its ZenFone series once performed well in parts of Southeast Asia by offering good value for money. Over time, growing competition reduced its market share. In 2018, Asus restructured its smartphone business and recorded a major one-time loss related to handset operations. After that, the company shifted focus to premium ZenFone models and gaming-focused ROG Phones.
This situation also highlights a bigger issue for PC-focused brands in the smartphone space. Companies like Asus and Acer found it difficult to compete with larger smartphone makers. Acer exited the smartphone market in 2016 and later returned in 2024 through a brand licensing deal limited to India.
For now, Asus smartphone users can continue using their devices without worry. Support and updates will remain active, even though new models will not arrive in 2026.
Source: Digitimes.com
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