In a major industry development, Asus stops making phones with no new Zenfone or ROG Phone models planned for 2026. This announcement marks a significant strategic pivot for the company and sends ripples across the smartphone landscape.
Asus’s chairman confirmed this change at a corporate event in Taiwan, where he outlined the company’s future beyond mobile devices. Although Asus will continue supporting existing handsets, the halt on new phones represents a dramatic shift for a brand once known for innovation in niche Android smartphones.
Why Asus Made This Decision
First, Asus faced intense competition from global giants such as Apple, Samsung, and aggressive Chinese OEMs that dominate Android sales. Smaller players like Asus have struggled to maintain profitability given slower upgrade cycles and higher component costs.
Second, Asus is reallocating resources toward areas showing stronger growth potential, especially artificial intelligence (AI) products like robotics, AI glasses, and commercial PC systems. The company’s AI and server divisions reported significant year-over-year growth, further supporting this pivot.
What This Means for Asus Smartphone Users
While Asus stops making phones in terms of new releases, current users will continue to receive software updates and warranty support at least for a transitional period. However, without fresh models, fans of Zenfone’s compact design and ROG Phone’s gaming features will need to consider alternatives.
Important implications include:
No New Asus Smartphones in 2026: Both Zenfone and ROG Phone lines will not have successors this year.
Support Continues for Existing Devices: Software updates and service support will remain available.
Reduced Competition in Niche Segments: Gaming phones and compact flagship segments may see fewer options.
How the Smartphone Market Is Responding
This shift highlights a broader trend where traditional smartphone innovation cycles slow as hardware upgrades offer diminishing returns. In parallel, AI-driven technologies and cross-device ecosystems are becoming strategic priorities for major hardware manufacturers.
For consumers, the absence of new Asus phones means fewer choices in specialized categories, particularly in gaming-centric hardware where Asus previously delivered cutting-edge performance features.
