January 6, 2026, 10:40 am | Read time: 2 minutes
The global smartphone market is fiercely competitive, with a few clear leaders having established themselves. Apple and its iPhones are unavoidable, but Samsung, Google, and Xiaomi also have a say. For others, however, it is becoming increasingly difficult, leading to consequences. According to a new report, Asus will not introduce any new smartphones in 2026.
Asus Forgoes New Smartphones
This is according to a new article in the Taiwanese industry magazine “Digitimes.” It states that while Asus does not intend to completely withdraw from the smartphone business, the East Asian manufacturer plans at least a pause.
As a result, Asus will not launch any new smartphones in 2026. Consequently, potential buyers cannot expect a Zenfone 13 or ROG Phone 10 for the time being. However, the company promises to continue providing software support and warranty services in the new year.
Strong Competition Weakens Market Position
Primarily known in the PC market, the Asus brand established its presence in mobile devices in the early 2000s. Initially, the company scored particularly well with the Zenfone series in Southeast Asia. Later, Asus also became a pioneer in the field of specialized gaming smartphones.
Increasing competitive pressure, mainly from China, made it increasingly difficult to defend its market position. Asus faces a situation similar to Acer. Both PC brands entered the smartphone market during a boom period but could not sustain their positions long-term. Acer withdrew in 2016 and returned to the Indian market in 2024 through a brand licensing deal with Indkal Technologies.
Whether Asus will introduce new smartphones in 2027 is currently unknown. However, difficulties have been apparent for years. As TECHBOOK reported, there were considerations in 2023 to discontinue the Zenfone series. In 2025, only one Asus smartphone, the Zenfone 12 Ultra, was released–and that was in early February. The release pause has thus extended for almost a year.