Asus has made a bold move, confirming its smartphone business is on an indefinite hiatus. This decision comes as a surprise to many, as the company had previously remained silent on rumors of a potential retreat from the mobile market. But here's where it gets interesting: Asus Chairman Jonney Shih revealed this news during a recent event in Taiwan, stating that the company will no longer introduce new mobile phone models in the future. This announcement has left many wondering about the future of Asus in the smartphone industry and the reasons behind this unexpected shift.
Shih's statement during the 2026 kick-off event was clear: "Asus will no longer add new mobile phone models in the future." This means that fans of the Zenfone and ROG Phone series can probably say goodbye to new releases. But why is Asus making this move? The answer might lie in the competitive landscape of the smartphone market.
The Zenfone line, known for its slightly smaller and cheaper devices, never quite gained the traction it needed. Asus' support and update policies were often criticized as lagging behind market leaders, which could have contributed to its struggle to attract and retain customers. On the other hand, the ROG Phone series, aimed at gamers, offered cutting-edge features like active cooling and multiple USB-C ports, but at a premium price point, starting at $1,200 for the ROG Phone 9 Pro. It seems that the market for high-end gaming phones is smaller than expected.
Despite the discontinuation of new models, existing Asus devices will continue to receive updates, although Asus has never been a leader in this regard. The ROG Phone 9 Pro, for instance, is guaranteed only two OS updates and five years of security patches, while the latest Zenfones are eligible for two Android version updates and four years of security support. This limited support could be a significant factor in Asus' decision to step away from the smartphone business.
This isn't the first time an OEM has pulled out of the phone game, and it's a trend that has been gaining momentum as people upgrade their phones less frequently. Asus' decision to take an indefinite wait-and-see approach suggests that the company is not entirely closing the door on a potential return to the smartphone market. However, it remains to be seen if and when Asus will reconsider its position. The future of Asus in the smartphone industry is uncertain, leaving fans and industry observers alike wondering what the next chapter will hold.
