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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.

The post Zenfone and ROG Phone Lines Set to End, Says Asus appeared first on Senior Spectrum Newspaper.

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Timing Linked Closely to CES 2026

The timing of the price increase is notable, as it comes just ahead of CES 2026. One of the most influential technology trade shows of the year. Within the industry, this move is widely interpreted as a strategic effort by ASUS to align its pricing structure with anticipated market trends expected to emerge during the event. CES often sets the tone for hardware launches and component pricing for the year ahead. Making early adjustments a way to establish new benchmarks before competitors respond.

Products and Configurations Affected

According to the leaked letter, the price adjustments will apply only to specific combinations and configurations of SSDs and DRAM kits. ASUS has not yet released a detailed list of affected models. Leaving partners and consumers uncertain about the full scope of the increases. The company has also declined to specify the exact percentage of the price hikes. However, industry rumors suggest that memory prices, particularly RAM, could rise sharply throughout 2026 as supply constraints persist.

Wider Impact on the Hardware Market

Rising prices for DRAM and NAND flash are expected to create broader implications beyond standalone memory products. Hardware segments such as laptops, prebuilt desktop PCs, and even graphics cards rely heavily on these components. As production costs increase, manufacturers may pass some of the added expenses on to consumers. This shift could lead to higher retail prices or prompt manufacturers to adjust default hardware configurations to control overall system costs.

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ASUS and Industry Responses to Cost Pressures

To mitigate the impact of rising memory prices, ASUS is extending support for DDR4 motherboards, allowing customers to continue using the older memory standard. While DDR4 prices have also increased, they remain lower than DDR5, making them a more accessible option for cost-conscious buyers. Other manufacturers are reportedly considering similar approaches. One expected industry-wide response is a greater number of laptops shipping with 8 GB of RAM as standard, rather than higher capacities, as vendors attempt to balance performance expectations with affordability in a tightening market.

The post ASUS Signals Major RAM and Flash Price Increase in 2026 appeared first on Senior Spectrum Newspaper.