Asus exits the smartphone market: what happens to Zenfone and ROG Phone

Asus is officially winding down its long-standing smartphone manufacturing business. Earlier in 2026, the company confirmed that it had no plans to introduce any new phone models throughout the year.

• Asus is shutting down the development of new smartphone models in 2026.
• Remaining Zenfone and ROG Phone warehouse stock in Taiwan is nearly depleted.
• The company is shifting its strategic focus toward artificial intelligence systems.
• Warranty service and software updates for previously sold devices will remain active.

End of an era: inventory depletion in Taiwan

Reports from Taiwan indicate that by the fourth quarter, the brand's warehouse inventory is almost exhausted, and retailers have stopped displaying prices for remaining units. This signifies the final sales stage before the hardware is officially discontinued.

According to local electronics price tracker SOGI, the ASUS Zenfone 12 Ultra with 256 GB of storage is no longer available in stores. A similar situation is unfolding for the company's other smartphones, marking the potential end of Asus as a mobile hardware player once the final batch is sold out.

Final flagships and a 20-year history

Among the brand's most notable recent models are the ROG Phone 9 gaming series, introduced in November 2024, and the Zenfone 12 Ultra, released in February 2025. These devices now represent the final generation of phones from the manufacturer.

ASUS has spent more than two decades producing mobile phones under its own brand. The very first such device was the J100, which launched back in 2003. Over the years, the company carved out a niche for enthusiast and gaming devices.

Strategic shift toward artificial intelligence

Rumors about Asus dropping out of the smartphone race had circulated for some time. Chairman Jonny Shih publicly confirmed during an annual employee meeting in Taipei that the firm will not expand its phone lineup or add new product categories to its mobile portfolio.

Going forward, systems centered around artificial intelligence will become the company's top priority. Meanwhile, Asus has committed to maintaining full warranty support and delivering software updates for all customers who purchased their existing smartphones.