Last year, Asus refreshed its flagship lineup with the launch of the Zenfone 12 Ultra in February. However, a new industry report now suggests that the company may not follow up with a Zenfone 13 Ultra this year. The update hints at a pause in new smartphone launches, setting the stage for a deeper look at Asus’s mobile strategy.
Asus plans to pause new smartphone launches in 2026
According to a recent DigiTimes report, smartphone distributors in Taiwan have indicated that they are no longer able to source Asus smartphones through local agents. This led to speculation that the company’s smartphone unit might cease activity after Dec. 31, 2025.
Responding to these claims, Asus clarified that its smartphone operations are continuing, but it currently has no plans to introduce new smartphone models in 2026. The company emphasized that its existing business structure remains unchanged.
While there has been no news about the Zenfone 13 Ultra, a report dating back to November 2025 revealed that the ROG Phone 10 series is in the works. However, there haven’t been any subsequent leaks.
Asus confirmed that maintenance services, software updates, and warranty support for all current smartphone users will continue as usual. This assurance is aimed at existing customers using devices such as the Zenfone 12 Ultra and the gaming-focused ROG Phone, ensuring their ownership experience is not affected by the absence of new launches.
Asus entered the mobile phone space in the early 2000s and initially found success in parts of Southeast Asia with competitively priced Zenfone models. Over time, growing competition from Chinese smartphone brands reduced its market share. In 2018, Asus restructured its smartphone business and absorbed a major financial hit linked to handset operations, prompting a sharper focus on premium and gaming devices instead of mass-market models.
The situation also reflects a broader trend among PC-centric brands struggling to sustain smartphone businesses. Acer, another Taiwanese brand, exited the smartphone segment in 2016 and only re-entered the space in 2024 through a licensing deal limited to India.
Asus’s reported pause highlights how challenging it has become for traditional PC makers to maintain momentum in a crowded global smartphone market.
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