Asus is moving away from the smartphone game, signaling a major shift for a brand that has long dominated the smartphone market. gaming smartphone space. The company confirmed that it will suspend smartphone production in 2026, effectively marking the beginning of a new one. ROG phone And ZenPhon Models are shelved for the foreseeable future.
The decision comes after years of trying to gain a foothold in a market ruled by heavyweights such as Samsung, Apple and Xiaomi. Although Asus smartphones were known for their reliable hardware and innovative features, they never caught on with the mass audience.
Asus now appears to be rethinking its smartphone strategy, likely shifting its focus to other areas where it has a stronger position, such as gaming laptops and handhelds. Despite the pause, the company assured that it is not abandoning existing smartphone users.
According to numbersAsus' smartphone division “will maintain its current operating model and continue to provide comprehensive after-sales support to all Asus smartphone users.” This includes warranty coverage and software updates. How long this support will last remains unclear, but users will likely receive updates based on existing commitments.
This is not the end of the road for Asus smartphones
Asus is the second major player to fall victim to the increasingly competitive smartphone market. But unlike LG, the company doesn't seem to have given up completely.
The company only confirmed that it will not release new phones in 2026. This could either signal a shift from an annual release cycle to fewer, more significant updates, or it could be a temporary pause as Asus reconsiders the future of its smartphone business.
In any case, Asus fans waiting for the next ROG Phone or ZenFone shouldn't get their hopes up.
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