After LG’s high-profile exit in 2021, Asus has become the latest major tech brand to step back from smartphones, at least for now.

The company confirmed it will pause smartphone operations in 2026, meaning no new ROG Phone or ZenFone models will hit the market this year.

Asus has long catered to a niche audience with its gaming-focused ROG series and feature-packed ZenFone lineup. But the devices never received the mainstream traction like its rivals Apple, Samsung or Xiaomi.

Industry sources in Taiwan, including Digitimes, report that Asus smartphones have already become difficult for distributors to source.

The company reportedly kept its smartphone division operational only until December 31, 2025. Asus has since informed telecom partners of its plans for a 2026 hiatus.

Despite the pause, Asus reassures existing users that support will continue. Warranty coverage, software updates, and after-sales service will remain in place, though how long this support will last is unclear.

The move does not appear to be a permanent exit from the market.

Asus claims it is a temporary pause, potentially allowing the company to reassess its smartphone strategy or shift focus to other areas, such as gaming laptops and handheld devices, where it holds a stronger position.

But analysts suggest this could also signal a gradual withdrawal, as rising component costs, global supply shortages and slowing smartphone sales pressure margins.

For those hoping for a Snapdragon 8 Elite Gen 5-powered ROG Phone 10 or ZenFone Ultra 13, 2026 will be a disappointment.

The company’s retreat leaves a notable gap in the gaming smartphone niche, which has long been dominated by smaller, high-performance devices catering to hardcore mobile gamers.