Asus may have made its last phone | The VergeSkip to main contentThe homepageThe VergeThe Verge logo.The VergeThe Verge logo.TechReviewsScienceEntertainmentAICESHamburger Navigation ButtonThe homepageThe VergeThe Verge logo.Hamburger Navigation ButtonNavigation DrawerThe VergeThe Verge logo.Login / Sign UpcloseCloseSearchTechExpandAmazonAppleFacebookGoogleMicrosoftSamsungBusinessSee all techGadgetsExpandLaptopsPhonesTVsHeadphonesSpeakersWearablesSee all gadgetsReviewsExpandSmart Home ReviewsPhone ReviewsTablet ReviewsHeadphone ReviewsSee all reviewsAIExpandOpenAIAnthropicSee all AIVerge ShoppingExpandBuying GuidesDealsGift GuidesSee all shoppingPolicyExpandAntitrustPoliticsLawSecuritySee all policyScienceExpandSpaceEnergyEnvironmentHealthSee all scienceEntertainmentExpandTV ShowsMoviesAudioSee all entertainmentGamingExpandXboxPlayStationNintendoSee all gamingStreamingExpandDisneyHBONetflixYouTubeCreatorsSee all streamingTransportationExpandElectric CarsAutonomous CarsRide-sharingScootersSee all transportationFeaturesVerge VideoExpandTikTokYouTubeInstagramPodcastsExpandDecoderThe VergecastVersion HistoryNewslettersExpandThe Verge DailyInstallerVerge DealsNotepadOptimizerRegulatorThe StepbackArchivesStoreSubscribeFacebookThreadsInstagramYoutubeRSSThe VergeThe Verge logo.Asus may have made its last phoneComments DrawerCommentsLoading commentsGetting the conversation ready...NewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechAsus may have made its last phoneThe company is reportedly exiting the Android market.The company is reportedly exiting the Android market.by Dominic PrestonCloseDominic PrestonNews EditorPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Dominic PrestonJan 19, 2026, 2:10 PM UTCLinkShareGiftThe Zenfone 12 Ultra is Asus’s latest — and perhaps final — flagship phone. Image: AsusDominic PrestonCloseDominic PrestonPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Dominic Preston is a news editor with over a decade’s experience in journalism. He previously worked at Android Police and Tech Advisor.Asus chairman Jonney Shih told Taiwan’s Inside that the company is done making phones for now, marking the end of its Zenfone and ROG Phone lines.“Asus will no longer add new mobile phone models in the future,” Shih reportedly said (translated with Google Translate). He didn’t entirely rule out a return though, instead saying the company is entering a state of “indefinite observation” of the market, and that it will “continue to take care of the brand’s mobile phone users.”Asus’s own-brand phones haven’t been particularly exciting since the teeny-tiny Zenfone 10 in 2023, though its ROG Phone line has more or less been the gold standard for premium gaming phones. It only released two phones in 2025, the big but boring Zenfone 12 Ultra and the ROG Phone 9 FE. Neither came out in the US.We’ve reached out to Asus for confirmation that it is exiting the smartphone market, but hadn’t heard back in time for publication.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Dominic PrestonCloseDominic PrestonNews EditorPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Dominic PrestonAsusCloseAsusPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AsusGadgetsCloseGadgetsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All GadgetsMobileCloseMobilePosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All MobileNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsPhonesClosePhonesPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All PhonesTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechMost PopularMost PopularDisney deleted a Thread because people kept putting anti-fascist quotes from its movies in the repliesWhy Coinbase derailed the crypto industry’s political futureUnder Musk, the Grok disaster was inevitableThe LG C5 and Apple’s M4 Mac Mini are both steeply discounted this weekendMicrosoft’s first Windows 11 update of 2026 stopped some computers from shutting downThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Asus may have made its last phone, according to reports suggesting the company is exiting the Android market. Asus chairman Jonney Shih stated during an interview with Taiwan’s *Inside* publication that the company will no longer introduce new mobile phone models, effectively ending its Zenfone and ROG Phone lines. While Shih did not entirely rule out a future return, he indicated the company is entering an “indefinite observation” period to assess market conditions. This decision marks a significant shift for Asus, which has historically been a notable player in the smartphone industry despite recent struggles to maintain relevance. The Zenfone 12 Ultra, released as the company’s latest flagship model, appears to be the final product in its line of smartphones. Shih emphasized that Asus will continue to support existing users, but the lack of new models signals a strategic retreat from mobile hardware development.

The company’s recent smartphone offerings have been characterized by diminishing innovation and limited market impact. Since the launch of the Zenfone 10 in 2023—a compact device that garnered some attention for its size—Asus has struggled to differentiate itself in a crowded market. The Zenfone 12 Ultra, released in 2025, was described as a larger but unremarkable device, failing to generate substantial excitement. Meanwhile, the ROG (Republic of Gamers) Phone series, which catered to high-end gaming enthusiasts, had maintained a reputation as one of the premier options for mobile gamers. However, even this line saw limited growth, with only two models released in 2025: the Zenfone 12 Ultra and the ROG Phone 9 FE. Neither of these devices was available in the United States, further highlighting Asus’s declining influence in key markets. The absence of new products and the lack of a clear roadmap for future releases suggest that Asus is prioritizing other areas of its business, such as its well-established laptop and motherboard divisions.

Shih’s comments reflect a broader industry trend where established brands are reevaluating their presence in the smartphone sector. The global market has become increasingly saturated, with dominant players like Apple and Samsung setting the pace for innovation while smaller competitors face challenges in securing market share. For Asus, which has long operated as a niche player, the decision to exit the smartphone market may be a pragmatic response to these pressures. The company’s chairman acknowledged that the mobile phone segment has been a “costly” endeavor, particularly as research and development expenses have risen without corresponding returns. By scaling back its efforts, Asus can redirect resources toward other product lines where it has a stronger foothold, such as its high-performance gaming laptops and components for PC builders.

The article also notes that Asus has not officially confirmed its exit from the smartphone market, and the company has yet to respond to requests for clarification. This ambiguity leaves room for speculation about whether the decision is permanent or a temporary pause. Shih’s reference to an “indefinite observation” period implies that the company is not entirely closing the door on future smartphone ventures, but it also underscores the lack of immediate plans to reintroduce mobile devices. This cautious approach aligns with broader industry dynamics, where companies often adopt a wait-and-see strategy before committing to new product cycles. For now, Asus’s focus appears to be on maintaining its existing user base and ensuring continued support for its current devices, rather than investing in new hardware.

The Zenfone 12 Ultra’s role as a potential final product highlights the company’s waning commitment to the smartphone market. While it was marketed as a flagship device, its reception was muted compared to previous releases. The phone’s design and features, which included a large display and advanced camera hardware, failed to capture the same level of consumer interest as earlier models. The ROG Phone 9 FE, which was positioned as a more affordable gaming option, also struggled to gain traction. These challenges underscore the difficulties Asus faces in competing with established brands that have more robust ecosystems and better marketing strategies. Additionally, the absence of a strong presence in the U.S. market—a critical region for smartphone sales—further complicates the company’s ability to sustain its mobile operations.

Asus’s decision to exit the smartphone market also raises questions about the future of its brand identity. The company has long been associated with innovation in computing and gaming hardware, but its foray into mobile phones was a strategic move to diversify its offerings. The retirement of the Zenfone and ROG Phone lines may signal a return to core competencies, focusing on areas where Asus has historically excelled. This shift could also be influenced by the growing importance of software and ecosystem integration in the smartphone industry, which requires significant investment that Asus may not be willing to make. By concentrating on its strengths in laptop and component manufacturing, the company can avoid the high costs and risks associated with mobile development.

The article’s author, Dominic Preston, a news editor with over a decade of experience in journalism, provides context by noting that Asus’s smartphone division has been a source of both innovation and frustration. Preston highlights the company’s past successes, such as its early adoption of high-resolution displays and competitive pricing strategies, but also points to recent shortcomings that have eroded its market position. The lack of a clear announcement from Asus has left many questions unanswered, including whether the decision is final or temporary. This uncertainty reflects the complex nature of corporate strategy in a rapidly evolving industry, where companies must constantly balance innovation with financial viability.

For consumers, the potential end of Asus’s smartphone line means fewer options in a market already dominated by a few major players. Enthusiasts who relied on Asus’s gaming-focused ROG Phones may need to seek alternatives, while users of existing Zenfone devices can expect continued support but no new models. The absence of a clear transition plan from Asus adds to the uncertainty, leaving customers and industry observers alike to speculate about the company’s long-term intentions. This situation is not unique to Asus; other brands have faced similar challenges in maintaining relevance in the smartphone sector, often leading to strategic pivots or exits.

The broader implications of Asus’s decision extend beyond its product lineup. It reflects the increasing difficulty for companies to sustain growth in a market defined by rapid technological advancements and shifting consumer preferences. As smartphone hardware becomes more standardized, differentiation increasingly depends on software ecosystems, design, and brand loyalty—areas where Asus has struggled to make a lasting impact. The company’s exit from the market may also signal a broader trend of consolidation, where smaller players are either acquired by larger firms or forced to exit altogether.

In conclusion, Asus’s reported decision to cease developing new smartphones marks a pivotal moment for the company and the industry. While the move is framed as a strategic repositioning rather than an absolute exit, it underscores the challenges of competing in a saturated market. The Zenfone 12 Ultra’s status as the final flagship model, coupled with the limited success of recent releases, suggests that Asus has chosen to prioritize other areas of its business. Whether this decision is a temporary pause or a permanent shift remains unclear, but it highlights the dynamic nature of the tech industry, where even established brands must constantly adapt to survive. For now, Asus’s focus appears to be on its core strengths, leaving the smartphone market to those who can navigate its complexities more effectively.