Asus bids goodbye to smartphones indefinitely, ending ROG and Zenfone lineups

Asus has officially announced it will cease launching new smartphones starting in 2026, effectively ending its Zenfone and ROG Phone lines and stepping away from the smartphone market indefinitely. Chairman Jonney Shih revealed this strategic decision during Asus’ 2026 kickoff event in Taiwan, emphasizing a shift in focus toward emerging AI-driven products such as robots and smart glasses. While the company has not ruled out a future return, Shih framed the move as an open-ended pause rather than a temporary hiatus, citing unprofitable conditions and a challenging market environment marked by slowing demand, rising prices, and intense competition. The Zenfone and ROG Phone series, which targeted budget-conscious users and mobile gamers respectively, struggled to maintain relevance amid these pressures. Asus faced difficulties competing with larger rivals on software support, marketing, and pricing. Both lines offered limited operating system updates and security patches compared to industry leaders, reducing their appeal in a crowded market. The broader smartphone industry’s shift toward incremental improvements and longer device