ASUS has historically been a prominent player in the smartphone industry, recognized for expanding the limits of what a smartphone can achieve without resorting to gimmicks. Nonetheless, the firm recently revealed its intention to refrain from launching new smartphones in 2026, indicating a notable shift in its approach. This decision comes after the introduction of the ASUS ROG Phone model in late 2024 and the ASUS Zenfone 12 Ultra in early 2025. While ASUS has not completely withdrawn from the smartphone sector, it has made it clear that there are no immediate plans for new models.
The information surfaced from a DigiTimes report, which indicated that ASUS would stop releasing new Android devices after December 31, 2025. Nevertheless, ASUS has reassured customers that its smartphone operations will persist, with continued maintenance, software updates, and warranty services for existing products. However, the company has affirmed that it currently has no intentions to launch new smartphone models in 2026.
This pause could imply that ASUS will go over two years without updating its flagship ROG Phone and Zenfone series. The company’s decision to take a break from releasing new smartphones prompts inquiries about its long-term strategy and dedication to the mobile market. While ASUS asserts that it is not finished with smartphones, the absence of new models might suggest a slow winding down of its smartphone activities.
ASUS has gained recognition for its inventive approach, providing unique features such as multiple USB-C ports on its ROG Phone models and compact premium devices in its Zenfone series. However, the company’s emphasis on high-end flagship sales without delivering a premium experience to justify the price has posed a challenge. With limited software support and availability, ASUS smartphones have found it difficult to compete outside of specialized markets.
The potential disappearance of ASUS smartphones, whether temporary or permanent, is disheartening for the brand’s enthusiasts. ASUS has been among the few companies eager to experiment with fresh concepts, and its absence could create a void in the market for innovative smartphone designs. As the company maneuvers through this transition, it remains uncertain whether ASUS will return to the smartphone industry with renewed enthusiasm or gradually scale back its mobile operations.