Regarding market rumors that ASUS will end its mobile phone business, ASUS stated that the mobile phone division is currently operating normally, and existing product maintenance, software upgrades, and product warranties are unaffected. Furthermore, based on previous statements obtained by this author from ASUS, they emphasized that both the Zenfone and ROG Phone product lines will remain, and there is no situation as rumored, such as merging, retaining only one, or even a complete exit from the market.
However, ASUS also revealed that it currently has no plans to launch new phones in 2026.
It made a grand debut at the end of 2024, and then quietly disappeared at the end of 2025.
Looking back at ASUS's mobile phone product strategy in recent years, at the Qualcomm Technology Conference held in the second half of 2024, ASUS announced that it would be one of the first brands to launch the Snapdragon 8 Elite flagship processor that year, and subsequently launched two flagship models, the ROG Phone 9 and the Zenfone 12 Ultra.
However, even though ASUS participated in the Qualcomm Technology Conference again in 2025, it kept a relatively low profile, only showcasing its partnership with Qualcomm with the ROG Phone 9, without explaining whether it planned to launch a mobile phone product equipped with the Snapdragon 8 Elite Gen 5 flagship processor. Furthermore, there were no product launch plans by the end of 2025. Therefore, many people speculate that ASUS may be considering withdrawing from the mobile phone market due to intense competition and the recent surge in memory and storage component prices.
Given that ASUS's main revenue still comes from PC products, if it chooses to withdraw from the mobile phone market, it may be able to focus more on developing in more stable and profitable markets. Therefore, rumors of ASUS ending its mobile phone business have resurfaced.
ASUS clarified that it has no plans to withdraw from the mobile phone market.
In a subsequent statement, ASUS indicated that it will continue its mobile phone business, but did not specify the reason for not launching any new models at the moment. However, ASUS's lack of plans to launch new mobile phones this year is highly likely related to the recent sharp rise in the prices of memory and storage components.
Considering ASUS's current mobile phone product strategy, which focuses on flagship phones, maintaining high-specification product design features (large memory capacity and storage space) will inevitably lead to a significant increase in product prices, putting the products at a disadvantage in market price competition. However, if the original price is maintained, it will face serious losses. Therefore, choosing to postpone the launch of new models may be a better market strategy.
This might be good news for current ROG Phone 9 or Zenfone 12 Ultra users, meaning ASUS will have more resources in 2026 to focus on software tweaking, optimization, and system updates for existing models, instead of being rushed by the development schedule of new devices.
