The ASUS Zenfone 12 Ultra will not have a successor this year, after ASUS recently confirmed that it plans not to release a smartphone in 2026. This news also raises doubts about the successor to the ROG Phone 9 Series gaming HP.
Starting from rumors at the end of December 2025, smartphone distributors in Taiwan are said to be starting to be unable to get ASUS smartphones from local agents. They also received details that ASUS would stop launching new smartphones.
Responding to these rumors, ASUS confirmed to Digitimes asia that the smartphone division’s operations were still ongoing. However, ASUS also revealed that they currently have no plans to introduce a new smartphone model in 2026
Apart from that, all forms of maintenance, software upgrades, and warranties for existing smartphones will not be affected.The conclusion that can be drawn is that ASUS is “likely” to be absent,not to stop completely.
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ASUS Pauses Smartphone development in 2026, Citing Market Conditions
ASUS has decided not to release new smartphones in 2026, including the anticipated ROG Phone 10 series and Zenfone 13 Ultra. This decision comes amid challenging market conditions and a downturn in sales, according to a report by digitimes Asia.
Rumors had previously suggested ASUS was working on both the ROG Phone 10 Series and the Zenfone 13 Ultra.However, following the announcement of the Snapdragon 8 Elite Gen 5, ASUS remained notably quiet, fueling speculation about the company’s plans.
While ASUS has not disclosed the specific reasons for the pause, the company indicated the move is a response to current market pressures. A key factor is the impact of a global crisis affecting the supply and pricing of components like RAM and storage,which has driven up the cost of smartphone production.Furthermore, sales of both the Zenfone and ROG Phone lines have been underwhelming, contributing to a tightening profit margin in an increasingly competitive smartphone market.
This decision reflects a broader trend of consolidation and caution within the smartphone industry. Manufacturers are facing increased challenges in maintaining profitability amidst rising costs and slowing demand.