Asus chairman Jonney Shih has confirmed the company is putting its smartphone business on indefinite hiatus. Speaking at a 2026 kick-off event in Taiwan, Shih stated Asus will not add new mobile phone models in the future, effectively ending the Zenfone and ROG Phone lines.

This move follows years of declining sales and a crowded market. Asus's gaming phones, while innovative, were expensive, with the ROG Phone 9 Pro starting at $1,200. The company's support policies also lagged behind industry leaders, offering only two OS updates and five years of security patches.

The decision reflects a broader industry trend as the smartphone market matures. Consumers are upgrading less frequently, and niche players struggle against dominant Chinese OEMs. Like LG before it, Asus is pivoting toward AI products like robots and smart glasses, leaving fewer choices for consumers.