ASUS prepares to halt smartphone production
Reports had already emerged in late 2025 that the company might temporarily suspend phone production.
ASUS may completely exit the smartphone market. According to reports, the Taiwanese company has stopped producing its existing smartphone models, and its inventory has also been depleted.
The company had previously announced that it did not plan to launch any new smartphone models in 2026. ASUS's latest models are the ROG Phone 9 and Zenfone 12 Ultra. There is currently no information about successors to either model. Zenfone 12 Ultra has also disappeared from some price comparison platforms, indicating that the remaining stock may have run out.
Reports suggest that ASUS has continued to lose money in its smartphone business despite efforts to optimize operations. Back in late 2025, reports emerged that the company might temporarily suspend phone production. Therefore, the possibility of exiting the market is seen as a continuation of signals that have been emerging over recent months.
A return to the smartphone market also appears increasingly difficult for ASUS. Since the beginning of 2026, component prices have risen, while consumer spending has declined. In particular, higher memory component costs have increased production expenses, making it harder to generate profits in this segment.
However, ASUS has not yet officially confirmed a complete exit from the smartphone market. Based on current reports, the ROG Phone 9 and Zenfone 12 Ultra could be the company's final smartphone models.