Asus is pulling out of the smartphone business, signaling a major shift for a brand that has long dominated the gaming smartphone space. The company has confirmed that it will end smartphone operations in 2026, putting new ROG Phone and ZenFone models on hold for the foreseeable future.
The decision comes after years of struggling to gain a foothold in a market dominated by heavyweights such as Samsung, Apple and Xiaomi. Although Asus smartphones were known for offering solid hardware and innovative features, they never quite caught on with mainstream audiences.
Asus now appears to be rethinking its smartphone strategy, likely shifting its focus to other areas where the company has a stronger position, such as gaming laptops and handhelds. Despite the pause, the company has assured that it will not abandon existing smartphone users.
According to Digitimes, Asus’ smartphone business “will maintain its current operating model and continue to provide comprehensive after-sales support for all Asus smartphone users.” This includes warranty services and software updates. How long this support will last remains unclear, but users will likely receive updates in line with existing commitments.
This is not the end of the road for Asus smartphones
Asus is the second major player to fall victim to the increasingly competitive smartphone market. But unlike LG, the company doesn’t seem to have thrown in the towel entirely.
The company has only confirmed that it will not be releasing any new phones in 2026. This could either signal a shift from an annual release cycle to fewer, more substantial upgrades, or it could be a temporary pause as Asus reassesses the future of its smartphone business.
Either way, Asus fans waiting for the next ROG Phone or ZenFone model shouldn’t get their hopes up.
