ASUS smartphones face exit as 2026 models get cancelled

ASUS smartphones appear to have reached the end of the road as retail inventory dries up, following company confirmations that no new device models are planned for 2026. Designed for dedicated mobile gamers and power users, existing stock has completely vanished amid escalating memory and hardware component costs, signaling an abrupt conclusion to the brand's hardware availability.

Reports from Taiwan's Economic Daily News indicate that ASUS smartphone inventory was almost completely depleted by the fourth quarter. Retailers and telecommunication storefronts ceased offering price listings last week, confirming that physical distributor stock has sold out and active products have entered their final delisting phase.

Retail Channel Supply Reaches Zero

Data from Taiwan's leading mobile price index, SOGI, corroborates the stock clearance. The portal, which aggregates live retail and carrier pricing across regional vendors, recently saw price listings for the ASUS Zenfone 12 Ultra 256GB drop to zero. Without dealer replenish quotes, prospective buyers can no longer source the device through standard retail distribution channels.

The Final Representative Releases

The product drought effectively positions two recent releases as the brand's final flagship efforts:

• ROG Phone 9 series, released in November 2024 as the pinnacle of the company's dedicated gaming smartphone development.
• ASUS Zenfone 12 Ultra, launched in February 2025 as the ultimate high-performance entry for mainstream power users.

Industry observers note that with remaining inventory cleared, a comeback appears improbable in the foreseeable future. Steadily rising procurement costs for essential components, particularly memory modules, have made competitive pricing nearly impossible to sustain for niche device lines.

A Two-Decade Mobile Journey Concludes

ASUS built its mobile hardware roots over two decades ago, beginning with the launch of its proprietary ASUS J100 mobile phone in 2003. A major turning point occurred in 2014 when then-CEO Jerry Shen introduced the Zenfone series under an affordable luxury market strategy. While global shipments neared ten million units during that era, the business unit struggled with persistent operating deficits.

By late 2018, ASUS executed a severe restructuring to pivot away from broad consumer models, refocusing solely on dedicated gamers and performance-seeking power users. The transition incurred a one-time financial charge of NT$6.2 billion to cover inventory write-downs, royalty asset amortizations, and organizational adjustments alongside Shen's resignation.

Despite carving out a loyal following with its targeted approach, the phone division continued to incur moderate financial losses. Rumors regarding the closure of the mobile unit circulated heavily in late 2025. Surging component costs subsequently forced device prices upward and suppressed demand, leaving distributors unable to secure additional allocations from suppliers.

Did you ever rely on a Zenfone or ROG Phone as your primary daily driver, and which brand do you think best serves power users if ASUS leaves the mobile space entirely?