seniorspectrumnewspaper – Asus will reportedly not release any new smartphones in 2026, including the Zenfone 13 and ROG Phone 10. Taiwanese publication Digitimes confirmed the report, suggesting the company plans a temporary break amid rising competition. Existing devices will still receive software updates and warranty support.
Zenfone and ROG Phone History
Asus launched the Zenfone series in 2014, gaining praise for innovative features like flip cameras. Between 2021 and 2025, the company experimented with compact flagship models before returning to larger phones, including the Zenfone 11 Ultra in 2024 and Zenfone 12 Ultra in 2025.
The ROG Phone series began in 2018, focusing on high-performance gaming. After the ROG Phone 9 Pro in late 2024, Asus released no new gaming phones in 2025. Rumors of the series’ discontinuation circulated in 2023, but Asus denied them at the time.
Reasons for the 2026 Break
The temporary halt appears linked to increasing competition from Chinese and Korean smartphone manufacturers. Asus’ mobile division faces challenges in pricing, marketing, and technological innovation compared to rivals. The company hopes to regroup and rethink its strategy before resuming production.
Digitimes notes that Asus has not decided whether 2026 marks a temporary pause or a permanent exit. The Taiwanese company stressed that software support and warranty services will continue for all existing Zenfone and ROG devices.
Industry Context
Competition in the smartphone market has intensified. Companies like Xiaomi, Oppo, Samsung, and Vivo dominate with aggressive pricing and rapid product cycles. Taiwan’s PC rival Acer exited the smartphone market in 2016, only maintaining limited operations in India through licensing agreements. Asus may be considering a similar approach to limit losses.
Future Uncertain
It remains unclear whether Asus will resume production in 2027. Analysts suggest the pause could allow the company to focus on core products or develop innovative features to differentiate future Zenfones and ROG Phones.
Meanwhile, loyal Asus customers can expect continued support, including software updates, security patches, and warranty coverage. Asus’ decision highlights the challenges smaller smartphone manufacturers face in a saturated and highly competitive global market.
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Conclusion
Asus’ 2026 break marks a significant pause for both the Zenfone and ROG Phone series. While the long-term future of the company’s mobile division remains uncertain, existing users will continue to receive support. Observers will watch closely to see whether Asus returns to smartphone production in 2027 or shifts focus elsewhere. Industry analysts also anticipate that this pause may give Asus time to rethink its strategy, explore emerging technologies, and potentially strengthen partnerships to remain competitive in the evolving smartphone and gaming device markets.
