Though it may not have topped the smartphone rankings and its models weren’t among the best-sellers worldwide, ASUS continued launching phones in the Zenfone and ROG lineup. The latter catered to gamers with unique gaming-focused features, while the Zenfone series is for casual users. It looks like ASUS is falling prey to the growing dark times, as a new report says that the company will pause phone launches in 2026.
ASUS reportedly pauses new phone launches in 2026
Digitimes reports that ASUS has “communicated to telecom channels” that it isn’t launching new Android phones in 2026. However, the maintenance, software upgrades, and warranty services for all existing products won’t change. In 2025, the company only launched two smartphones, the Zenfone 12 Ultra and the ROG Phone 9 series. This somewhat made it apparent that things have been slowing down for the company.
Besides limited launches, the Zenfone lineup, which was once known for its compact form factor, ditched this entirely. The Zenfone 11 and 12 Ultra shipped with larger displays. The core design of these also matched the ROG Phone, leaving behind their own core identity.
This is not a complete exit
ASUS reportedly also said that while its new hardware is on hold, its “smartphone operations will continue,” hinting that it isn’t permanently closing doors on new devices. The statement comes after reports from Taiwanese distributors claiming that they could no longer order new ASUS phones through official local channels. This led to speculations that the company’s smartphone operations would cease after December 31st, 2025.
However, the statement from ASUS seemingly denies a full exit and reaffirms its commitment to after-sales service. The timing of this doesn’t surprise, considering the rising costs of memory going into 2026. ASUS previously restructured its handset business in 2018, shifting its focus toward premium and gaming-focused models.
