ASUS has confirmed that it will not introduce any new smartphone models in 2026 while continuing to provide warranty coverage, software updates, and after-sales services for existing devices. The clarification follows recent industry reports and statements from company leadership regarding the future direction of its smartphone business.
No New Smartphone Models Planned
According to DIGITIMES Asia, smartphone distributors in Taiwan recently stated that ASUS handsets were no longer available through local agents and claimed that the company’s smartphone unit would operate only until December 31, 2025.
In response, ASUS said it has clearly communicated with telecom channels that its smartphone operations will continue, but it currently has no plans to launch new smartphone models in 2026.
The company confirmed that:
- Warranty services for existing smartphones will continue
- Software updates will remain available
- After-sales support will not be affected
Chairman Confirms Strategic Direction
Separately, INSIDE (inside.com.tw) reported that ASUS Chairman Jonney Shih confirmed the company will no longer add new smartphone models.
Speaking ahead of a company event held on January 16 in Taipei, Shih stated that ASUS will reallocate smartphone research and development resources toward:
- Commercial PC products
- Physical AI development
This includes hardware categories such as:
- Robotics
- AI smart glasses
Shih noted that ASUS will continue to support existing smartphone users, while related measures are still being evaluated.
Impact on Zenfone and ROG Phone
INSIDE reported that the chairman’s remarks have been interpreted as ASUS’s smartphone business entering a phase of practical suspension or indefinite observation. As a result, the future of the Zenfone and ROG Phone product lines remains uncertain, with no new models planned beyond 2025.
Rationale Behind the Shift
According to INSIDE, ASUS described the move as a response to an ongoing industry paradigm shift driven by artificial intelligence.
The company plans to redirect smartphone development teams — particularly those with Qualcomm platform experience — toward:
- Snapdragon X–based commercial PCs
- Physical AI devices built on Dragonwing platforms
This approach allows technical continuity while shifting investment to areas identified as having stronger growth potential.
Supply Chain and Pricing Pressure
INSIDE also reported that ASUS acknowledged memory shortages and rising component prices, which are creating pressure on non-AI product categories.
Jonney Shih stated that:
- Price adjustments are one possible response
- ASUS will rely on design optimisation and supply chain coordination to manage costs
Regarding the recently finalised Taiwan–US tariff rate of 15% without stacking, Shih said the outcome was favourable but emphasised that supply chain resilience remains the company’s priority.
Industry Context
DIGITIMES Asia noted that ASUS entered the smartphone market in the early 2000s and undertook a major restructuring of its handset business in 2018, recording a one-time charge exceeding NT$62 billion.
Rather than exiting the segment entirely, ASUS later narrowed its focus to:
- Premium Zenfone models
- Gaming-focused ROG Phone devices
The report also highlighted broader challenges faced by PC-centric brands in the global smartphone market, referencing similar exits and restructurings by other Taiwanese manufacturers.
Outlook
ASUS’s decision to pause new smartphone launches in 2026 places its mobile business in a holding phase rather than a confirmed exit. While support for existing users continues, the absence of new models leaves the long-term direction of the smartphone segment unresolved.