Asus is not a big player in the smartphone segment, but its ROG series has made a name for itself for delivering excellent gaming performance. It caters to a small niche segment of hardcore mobile gamers for whom performance is everything. However, it seems this was not sustainable from a business viewpoint, as Asus has reportedly decided against launching new smartphones in 2026.
Digitimes reports that smartphone distributors in Taiwan have been unable to source Asus smartphones for a while now. Based on the information shared with distributors, Asus seemingly continued operating its smartphone division only until December 31, 2025.
In a statement, the company confirmed that it has informed its telecom partners about its plans not to launch new smartphones in 2026. It will continue supporting its existing smartphones, including rolling out software updates, after-sales support, and providing warranty coverage. That means we are not getting a ROG Phone 10 or a ZenFone Ultra 13 this year.
Asus’ statement does not confirm that it is completely exiting the smartphone market. Instead, it frames the move as a pause, making it sound like it will not launch new phones only in 2026 and might make a comeback next year.
However, reading between the lines, this essentially points to the company making a silent exit from the market. We will get more clarity on this front only a few months down the line. But for now, if you were looking forward to a Snapdragon 8 Elite Gen 5-powered ROG phone, it’s time to consider alternatives.
Asus’ smartphone exit leaves a lot unanswered
It’s unclear why Asus took this decision, though. The DRAM and NAND shortages, along with their steep price increases, could be one reason. Increased component costs, tariffs, and slowing smartphone sales may have also contributed to the company’s decision.
Asus’ exit from the smartphone segment won’t affect most general users. Its ROG and ZenFone lineup always catered to a niche, with their limited availability not helping things either. Still, losing even a nice player is not good for the smartphone ecosystem. That’s one less brand in a competitive space.
