Asus has confirmed that it will not launch any new smartphones in 2026, a decision that may mark a broader retreat from the Android phone market. The confirmation came directly from Asus Chairman Jonney Shih during a company event held in Taiwan on January 16, putting an end to months of speculation about the brand’s mobile plans.
According to translated remarks reported from the event, Shih stated that Asus will no longer add new mobile phone models going forward. While the phrasing leaves room for interpretation, the message was clear enough to confirm that no new Asus phones are planned for the coming year. At the same time, Shih emphasized that the company will continue to support existing customers with software updates and warranty services, ensuring that current devices are not abandoned.
The announcement aligns with earlier reporting that suggested Asus would skip smartphone launches in 2026. What remained uncertain until now was whether this represented a temporary pause or a more definitive exit. Shih did not fully close the door on a future return, but he stopped short of outlining any roadmap or timeline that would suggest active development is continuing behind the scenes.
Asus has long occupied a narrow slice of the Android market. Its Zenfone line focused on premium, often compact flagships, while the ROG Phone series catered to gaming enthusiasts with specialized hardware, cooling systems, and accessories. Despite strong specifications and loyal niche audiences, Asus struggled to maintain consistent availability and sales volume, particularly in markets like the United States. The decision not to release the Zenfone 12 Ultra in the U.S. last year already hinted at a scaling back of ambitions.
The current state of Asus’s smartphone catalog reflects this shift. While models such as the ROG Phone 8 and ROG Phone 9 remain listed online, availability appears limited, and Zenfone devices have largely disappeared from major regions. This has raised concerns about the future of niche gaming phones, a segment that relies on a small number of dedicated manufacturers.
Shih also suggested that Asus may reassign its smartphone research and development teams to other initiatives, including AI-related projects such as smart glasses or robotics. That comment reinforces the idea that internal priorities are changing, with resources being redirected toward areas perceived as offering stronger long-term growth.
Beyond smartphones, Shih addressed broader industry pressures, including rising memory prices that are affecting hardware manufacturers across the board. While he acknowledged that price increases may occur, he indicated Asus would attempt to manage costs through supply chain coordination and design efficiency rather than passing increases directly to consumers where possible.
Taken together, Asus’s confirmation underscores how challenging the Android smartphone market has become for smaller players. Whether this marks a permanent departure or a prolonged hiatus remains uncertain, but for now, Asus’s role in the smartphone space appears to be winding down rather than evolving.
