ASUS has officially confirmed that it will not release any new smartphones in 2026, marking a dramatic pause in its mobile strategy and raising questions about whether the Taiwanese electronics giant is preparing to exit the Android smartphone market altogether.

ASUS Will Not Release Any New Smartphones in 2026: What It Means for the Industry

Introduction

On January 16, 2026, ASUS Chairman Jonney Shih announced at a company event in Taiwan that ASUS will not launch any new smartphones this year. This decision ends months of speculation and signals a potential retreat from the Android market. For a company once celebrated for its Zenfone series and ROG gaming phones, the announcement represents a turning point not only for ASUS but also for the broader smartphone industry.

1. The Announcement

• Date: January 16, 2026
• Speaker: Jonney Shih, ASUS Chairman
• Message: ASUS will not add new mobile phone models going forward.
• Clarification: While ASUS will continue to support existing devices with software updates and warranty services, no new Zenfone or ROG Phone models will be released in 2026.

2. Historical Context

• Zenfone Series: Known for compact design and strong performance, appealing to mainstream users.
• ROG Phone Line: Aimed at mobile gamers, offering high refresh rate displays, advanced cooling, and gaming accessories.
• Market Position: ASUS carved out a niche as an “underdog” brand, competing against giants like Samsung, Apple, and Xiaomi.

3. Why ASUS Is Pausing Smartphones

Several factors likely influenced ASUS’s decision:

• Financial Pressure: Smartphone margins are shrinking, and competition is fierce.
• Market Saturation: Global smartphone sales have plateaued, with fewer consumers upgrading annually.
• Strategic Shift: ASUS is reallocating resources toward AI laptops, robotics, and smart devices.
• Uncertainty in Android Ecosystem: Rising costs of software development and competition from Google’s Pixel line.

4. Impact on Consumers

• No Zenfone 12 Ultra or ROG Phone 9: Fans waiting for upgrades will be disappointed.
• Support Continues: ASUS promises ongoing software updates and warranty coverage for existing devices.
• Inventory Decline: Stocks of ROG Phone 8 and Zenfone 11 Ultra are already thinning in global markets.

5. Industry Implications

• Gaming Smartphone Market: ASUS’s exit leaves a gap, potentially benefiting competitors like Nubia’s RedMagic and Lenovo’s Legion.
• Android Ecosystem: Another major brand stepping back mirrors earlier exits by LG and BlackBerry.
• Consumer Choice: Fewer options for niche users who valued ASUS’s unique designs.

6. Comparisons with Other Brands

7. Strategic Opportunities for ASUS

• AI & Robotics: ASUS is investing heavily in artificial intelligence and robotics, areas with higher growth potential.
• Smart Devices: Expansion into IoT and smart home products.
• Laptops & PCs: ASUS remains strong in gaming laptops and ultrabooks, where margins are healthier.

8. Risks of Exiting Smartphones

• Brand Identity: ASUS built recognition through Zenfone and ROG Phone; losing them may weaken consumer visibility.
• Ecosystem Gap: Without smartphones, ASUS risks losing relevance in the mobile-first digital ecosystem.
• Competitor Advantage: Rivals may capture ASUS’s loyal gaming phone audience.

9. Consumer Reactions

• Disappointment: Loyal Zenfone and ROG fans express frustration online.
• Uncertainty: Some wonder if ASUS will ever return to smartphones.
• Practical Concerns: Current users worry about long-term software support.

10. Future Outlook

• Permanent Exit? ASUS has left the door open but made no commitments to return.
• Strategic Pause: Officially described as a “pause,” but industry analysts see it as a likely permanent withdrawal.
• Focus Areas: Expect ASUS to double down on AI laptops, robotics, and smart devices in 2026 and beyond.

Conclusion

ASUS’s decision to halt smartphone launches in 2026 is more than a temporary pause—it’s a strategic pivot away from a crowded, low-margin industry toward emerging technologies with greater growth potential. For consumers, it means no new Zenfone or ROG Phone this year, while for the industry, it signals another major player stepping back from Android. Whether ASUS returns to smartphones in the future remains uncertain, but for now, the company’s focus is firmly on AI, robotics, and smart devices.