Asus may not be a dominant force in the global smartphone market, but its ROG (Republic of Gamers) lineup carved out a strong identity among hardcore mobile gamers. Built for raw performance rather than mass appeal, Asus smartphones catered to a niche audience where specs mattered more than scale. That niche, however, may no longer be sustainable from a business standpoint.
According to a report by Digitimes, smartphone distributors in Taiwan have been unable to source Asus smartphones for some time. The publication notes that, based on information shared with partners, Asus continued operating its smartphone business only until December 31, 2025.
No ROG or ZenFone Launches in 2026
In an official statement, Asus confirmed that it has informed its telecom partners about its decision not to launch any new smartphones in 2026. The company clarified that this does not affect existing users, as it will continue to provide software updates, after-sales support, and warranty coverage for current devices.
For consumers, this effectively means there will be no next-generation ROG Phone or ZenFone launches this year, ruling out successors powered by flagship chipsets expected in 2026.
Exit or Strategic Pause?
Notably, Asus has stopped short of explicitly stating that it is exiting the smartphone market altogether. Instead, the company has positioned the move as a temporary pause, leaving the door open for a possible return beyond 2026.
That said, industry observers believe this could amount to a quiet exit. Smartphone development cycles, supply chain commitments, and partner ecosystems make a one-year pause difficult to execute without long-term consequences. More clarity is expected in the coming months, but for now, Asus’ absence from the 2026 launch calendar is telling.
Why Did Asus Take This Call?
Asus has not disclosed the exact reasons behind the decision. However, several industry-wide pressures may have played a role:
- Rising DRAM and NAND prices, driven by ongoing supply constraints
- Higher component and manufacturing costs, compounded by tariffs
- Slowing global smartphone demand, particularly in premium and niche segments
For a brand operating at relatively low volumes compared to mainstream competitors, these headwinds can significantly impact margins.
What It Means for Gamers
Asus’ step back leaves a noticeable gap in the gaming smartphone segment, where the ROG series was one of the few devices built unapologetically for performance-first users. For now, gamers waiting for the next big ROG Phone upgrade may need to start looking at alternatives.
Whether this is a strategic reset or the end of Asus’ smartphone journey will become clearer over time—but 2026 is shaping up to be a year without Asus in the smartphone race.
