2 Minutes
Asus has reportedly decided not to release any new smartphones in 2026, according to a fresh report that cites information from within the company. While the Zenfone 12 Ultra and recent ROG Phone models still represent the brand's latest handsets, fans hoping for a Zenfone 13 Ultra or ROG Phone 10 this year may be left waiting.
Why Asus is stepping back from new phone launches
The company says it will continue to offer maintenance, warranty services, and software updates for existing devices, but it won’t be bringing new phones to market during the year. The move appears to be a strategic shift: Asus’ PC and laptop lines hold considerably more market share and likely promise better returns on investment than its struggling smartphone division.
Sales performance is the most likely driver behind the decision. When a product line underperforms, companies often redirect budgets and engineering resources toward stronger areas — in Asus’ case, desktop PCs, laptops, and related components. That doesn’t necessarily mean the end of Asus smartphones, but it does signal a pause while the company reassesses its mobile strategy.
For owners of Asus phones, the immediate takeaway is reassuring: continued updates and support remain on the table. That commitment should ease concerns about warranty coverage, OS updates, and security patches for recent Zenfone and ROG Phone models.
Will Asus return to the smartphone market with renewed focus later? Possibly. Technology firms frequently regroup and re-enter segments with revamped products. For now, though, the spotlight at Asus looks set to stay on PCs and peripherals, where the brand enjoys stronger footholds and steadier profits.
Source: gsmarena
Leave a Comment