Asus has officially confirmed that it will stop making new smartphones, marking a major shift for the company. The announcement came from Asus chairman Jonney Shih during an interview at the company’s year-end gala held on January 16 at the Taipei Nangang Exhibition Center.
Shih said that Asus “will no longer add new mobile phone models in the future.” This statement confirms earlier reports that no new ROG Phone models will be released in 2026 and strongly suggests that both the ROG Phone and Zenfone lines are coming to an end.
While Asus stopped short of saying it will never return to smartphones, the company said it will only continue to observe the market. For now, no new phone development is planned, and a comeback appears unlikely.
This decision is bad news for fans of Asus phones. The company built a loyal following by offering features that stood out in a crowded market. The ROG Phone line was known for its shoulder trigger buttons, strong speakers, large batteries, and gaming-focused performance. Asus also introduced high-performance chips and large battery designs before many other brands.
The Zenfone series also had its own identity. It offered compact flagship phones and experimented with motorized flip cameras when other brands played it safe.
Despite these innovations, Asus struggled to reach a wider audience. Its phones stayed in niche markets, and later design changes failed to bring in more buyers. With this move, Asus now appears to be shifting its focus away from smartphones entirely.
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