Taipei, January 20, 2026, 23:38 (GMT+8)
Asus chairman Jonney Shih announced the company will halt the launch of new smartphone models, putting its Zenfone and ROG Phone lines in question. Speaking to Taiwan’s Inside, Shih said Asus “will no longer add new mobile phone models in the future” and plans to enter a phase of “indefinite observation,” though it will “continue to take care of the brand’s mobile phone users.” The company has already slowed down releases, with just two models planned for 2025—none of which are headed to the U.S., according to The Verge.
Asus is shifting gears, reallocating engineers and budget from phones to areas it sees as growth drivers. The company plans to pivot smartphone R&D toward commercial PCs and “physical AI devices” like robots and smart glasses, according to 9to5Google. 9to5Google
“Physical AI” refers to AI embedded in hardware that interacts with the real world, not just software in apps or the cloud. For Asus, this highlights a gap in its Android phone lineup—and an even larger one for its gaming-centric ROG brand, short for Republic of Gamers.
Engadget reported that translations of Shih’s remarks indicate the company isn’t merely missing one product cycle but intends to halt new phone model releases altogether.
Ars Technica reported that Asus’s smartphone division is on an “indefinite hiatus,” warning that no new Zenfone or ROG Phone models are expected in 2026. Ars Technica
Asus occupies a smaller slice of the Android market, which is largely ruled by Apple and Samsung. Its gaming phones go head-to-head with rivals like ZTE’s Nubia RedMagic series.
Germany’s Heise offered a different take on the shift, reporting that Shih described it as a reaction to a “paradigm shift” fueled by AI. He also pointed to memory supply constraints that might raise prices on some products beyond the AI-focused range. heise online
The company gained a loyal following with its Zenfone handsets, then boosted it further with ROG Phone devices packed with gaming features, big batteries, and performance-driven designs. Now, those users are stuck waiting longer for fresh hardware to hit the market.
Asus hasn’t clarified what “take care” actually involves. Timelines for software updates, availability of repair parts, and warranty services could all become unpredictable if the pause extends and teams start to break up.
Asus hasn’t set a schedule for resuming phone development. Its chairman described the decision as a wait-and-see approach. For the moment, the company is banking on growth coming from PCs and AI hardware rather than launching another flagship phone.
