Asus is expected to halt new smartphone launches in 2026, according to a report from Taiwan, raising fresh questions about the long-term future of the company’s mobile phone business as competition from Chinese and South Korean brands intensifies.
The Taiwanese technology company, which has produced Zenfone smartphones since 2014 and entered the gaming phone segment with its ROG Phone lineup in 2018, is not planning to introduce new models next year. This would mean the absence of both a Zenfone 13 and a successor to the ROG Phone 9 Pro, which was released in late 2024.
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Taiwanese industry publication Digitimes reported that Asus is not exiting the smartphone market entirely but intends to take a break from releasing new devices in 2026. The article said the company will continue to provide software updates and warranty support for existing Zenfone and ROG Phone users during this period.
Asus has experimented with a range of smartphone strategies over the past decade, including compact flagship devices and distinctive hardware features such as flip cameras, before returning to larger flagship designs with the Zenfone 11 Ultra in 2024 and the Zenfone 12 Ultra in 2025. However, the company has struggled to gain sustained momentum in a market dominated by larger rivals.
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“According to the article, Asus is not (yet) withdrawing from smartphone production, but intends to take a break and not release any new smartphones in 2026,” the report said, highlighting the company’s cautious approach.
Industry observers say competitive pressure has increased sharply, particularly from mainland Chinese manufacturers and South Korean rivals. Asus’ PC-focused peer Acer exited the smartphone market in 2016 and now licenses its brand for mobile phones in India. Whether Asus will resume smartphone development in 2027 or move toward a more permanent withdrawal remains uncertain.
Source: Digitimes