Asus, the brand that's known for its uniquely-designed gaming phones and compact Zenfone phones, is apparently hitting the pause button on its smartphone business. While the brand's lack of smartphone releases seems like the driving factor behind the pause, the primary reason could be something else altogether.
No Asus Zenfone 13 or ROG Phone 10 launch in 2026
According to a report from Digitimes, Asus has communicated to telecom channels that it doesn't plan on launching new Android smartphones in 2026. The news comes after a quiet 2025 for the brand, where it only launched two major phones – the Zenfone 12 Ultra and the ROG Phone 9.
While the brand's temporary exit could be disappointing for fans, Asus has reportedly clarified that this is not a complete shutdown. As per the latest report, the brand has stated that its existing smartphone operations will continue, ensuring software updates are rolled out and repairs are smooth. Asus could be calibrating its strategy, or it could be halting it due to the current RAM price hike crisis.
Asus's smartphone market is barely a drop in the ocean at the moment. Unlike the Samsung Galaxy S26 price, which could remain unchanged, Asus can't absorb the blow. This mirrors the brand's 2018 restructuring, where it pivoted away from budget phones to focus exclusively on premium and gaming markets.
For now, the Zenfone 12 Ultra and the ROG Phone 9 remain the latest offerings, with no successors in sight for the coming year. Whether this pause is temporary or marks the end of an era remains to be seen.
