Key Takeaways
1. Asus has a rich history with mobile devices, notably the Zenfone series since 2014 and pioneering gaming smartphones in 2018.
2. After experimenting with compact flagship models post-2021, Asus returned to larger smartphones with the Zenfone 11 Ultra in 2024.
3. There are strong rumors that Asus will pause the Zenfone and ROG Phone lines in 2026, with no new releases expected, including Zenfone 13 and ROG Phone 10.
4. Despite the hiatus, Asus will continue to provide software updates and warranty services for existing Zenfone and ROG devices.
5. Asus faces stiff competition from Chinese and South Korean manufacturers, raising questions about the future of its smartphone production after this pause.
Asus has an intriguing past with its mobile devices. The Zenphones, which have been present since 2014, have consistently amazed with unique features like flip cameras. After 2021, the Taiwanese brand, similar to Apple, jumped on the trend of popular yet commercially unsuccessful compact flagship models before reverting to traditional larger smartphones with the Zenfone 11 Ultra in 2024 and the Zenfone 12 Ultra in 2025. Notably, Asus was one of the pioneers in gaming smartphones in 2018, but following the ROG Phone 9 Pro at the close of 2024, the series seemingly came to a halt, as no new models were introduced in 2025.
Speculations and Confirmations
In 2023, there were already whispers about the potential end of the Zenfone line, but Asus strongly refuted those claims at that time. Now, fresh rumors have re-emerged, and they seem to hold more weight this time, as reported by the Taiwanese industry source, Digitimes. The article states that Asus is not completely exiting the smartphone market, but plans to take a pause, meaning no new phone releases will happen in 2026. This indicates there won’t be a Zenfone 13 this year and likely no ROG Phone 10 either. However, Asus emphasizes that it will continue to offer software updates and warranty services for all current Zenfones and ROG devices.
The Competitive Landscape
It seems Asus is facing tough competition from manufacturers in mainland China and nearby South Korea. Its PC counterpart, Acer, left the smartphone market back in 2016 and now only markets mobile devices in India through a licensing agreement. Whether Asus will resume production of the Zenfone and ROG Phone in 2027, or if this hiatus will ultimately lead to a permanent shutdown, is something that remains to be seen.
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