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| Asus has confirmed that there will be neither a ROG Phone 10 Pro nor a Zenfone 13 Ultra in 2026. |
For years, Asus has been the wildcard of the smartphone world. From pioneering flip cameras to championing compact flagships and hardcore gaming phones, the Taiwanese tech giant never shied away from a bold move. Now, in a surprising twist for its loyal fans, the company appears to be stepping back from the ring. Multiple industry sources indicate that Asus will not release any new smartphones in 2026, putting the Zenfone and ROG Phone series on an official hiatus.
This move marks a potential inflection point for a brand that carved out unique, if niche, spaces in a brutally competitive market.
A Legacy of Innovation and Niche Appeal
Asus’s journey in mobile has been anything but boring. Launching the Zenfone line in 2014, it quickly gained attention for features like the innovative flip camera module. In the early 2020s, Asus doubled down on a beloved but challenging segment: compact flagship phones. While devices like the Zenfone 8 and 9 won critical acclaim for their powerful specs in small bodies, the commercial landscape proved difficult. By 2024, the company pivoted back to larger form factors with the Zenfone 11 Ultra.
Simultaneously, Asus’s Republic of Gamers (ROG) arm redefined mobile gaming. Launching its first gaming phone in 2018, the ROG Phone series became synonymous with extreme performance, shoulder triggers, and a vast ecosystem of coolers and accessories. The ROG Phone 9 Pro, released in late 2024, was a powerhouse. Yet, notably, 2025 saw no successor, sparking the first waves of concern among the gaming community.
The Rumors Gain Substance: A Confirmed "Break"
Whispers about the end of Zenfone are not new; they swirled in 2023 and were firmly denied by Asus. This time, however, the reports carry more weight. According to a recent industry report, the pause is now a matter of corporate strategy.
As confirmed in an article by the reputable Taiwanese industry publication Digitimes, Asus is planning a strategic break from smartphone releases for the coming year. You can read their detailed report on the shifting dynamics of the Taiwanese mobile market and Asus's position here.
The implications are clear: there will be no Zenfone 13 in 2026, and the ROG Phone 10 is also highly unlikely. In statements addressing the growing speculation, Asus has been quick to reassure current users. The company emphasizes that software updates and full warranty services will continue uninterrupted for all existing Zenfone and ROG Phone devices.
The Driving Forces: A Market Squeezed by Giants
The decision highlights the immense pressure on smartphone players outside the dominant Chinese, Korean, and American giants. Asus is reportedly struggling against the relentless competition and marketing budgets of brands from mainland China and neighboring South Korea. The smartphone market has consolidated around a few massive players, making it increasingly tough for smaller series to achieve sustainable scale and profitability.
Asus’s path mirrors that of its local PC rival, Acer, which exited the global smartphone business in 2016 and now only licenses its brand for phones in specific regions like India.
What Does the Future Hold?
The big question now is whether this hiatus is a reset or a farewell. Asus states it is not fully withdrawing from smartphone production, leaving the door open for a potential return in 2027. This break could provide the company time to reevaluate its strategy, develop new technologies, and wait for a more favorable market opening.
Whether Asus’s unique voice in the smartphone chorus returns after this intermission, or if this pause becomes a permanent quietus, remains to be seen. For now, fans of innovative form factors and no-compromise gaming phones are left hoping this isn't the final level.