A new industry report suggests that ASUS will not release any new smartphones throughout 2026, marking a significant pause for a brand long associated with innovation through its Zenfone and ROG Phone lineups. According to information shared with telecom partners, ASUS has reportedly confirmed that there are no plans to introduce new Zenfone or ROG models this year. This development has raised questions about the company’s long-term smartphone strategy, especially after a relatively quiet previous year in terms of product launches.
In 2025, ASUS already showed signs of slowing down its smartphone business, with only limited releases compared to earlier years when it consistently refreshed both its mainstream and gaming-focused devices. The Zenfone 12 Ultra and the ROG Phone 9 series were among the few notable launches, and even those arrived without the aggressive global push ASUS was once known for. The absence of a 2026 roadmap now suggests that the company may be reassessing its position in an increasingly competitive smartphone market dominated by Samsung, Apple, and fast-moving Chinese manufacturers.
Despite concerns from existing users, the report also indicates that ASUS is not abandoning its current smartphone customers. The company is expected to continue providing after-sales support, including warranty services, repairs, and software updates for devices already on the market. This reassurance is important, particularly for ROG Phone users who rely heavily on long-term performance tuning and software optimization for gaming. Maintaining support helps preserve trust while ASUS evaluates its next steps.
At this stage, it remains unclear whether this pause is temporary or a sign of a more permanent shift away from smartphones. Some analysts believe ASUS could be redirecting resources toward more profitable segments such as laptops, gaming hardware, and components, where the brand already has a strong global reputation. Others suggest the company may return with a refreshed strategy once market conditions improve. For now, 2026 is shaping up to be a rare year without new ASUS phones, making this one of the most notable developments in the smartphone industry so far.
