In a stunning move, Asus exits the smartphone market, signaling the end for its beloved Zenfone and ROG Phone series. The company has decided to halt its mobile division due to increasing financial pressures and global market instability, leaving a unique gap in the industry.

Why Asus Exits the Smartphone Market

According to the latest reports, Asus will not be releasing any new smartphone models for 2026. The primary reasons behind this decision are rising production costs and a global crisis in the DRAM sector, which have negatively impacted the company’s ability to compete effectively. Consequently, the firm found it difficult to maintain profitability under these challenging economic conditions, leading to the shutdown of its smartphone unit.

Furthermore, Asus has already communicated this strategic shift to its supply chain partners and other relevant stakeholders. This move confirms that the company is ending its presence in the smartphone industry for the foreseeable future. For a brand known for its gamer-focused ROG Phone series and compact Zenfone flagships, this truly marks the end of an era.

What Happens to Current Asus Phone Owners?

The decision by Asus to withdraw from the market may worry existing Zenfone and ROG Phone users. However, the company has issued a reassuring statement confirming that technical support and software updates will continue for all devices already sold. Therefore, current users can expect to continue using their phones without any immediate issues.

It is worth noting that Asus has faced similar situations in the past, only to return to the market later. This time, however, industry insiders believe the decision could be more permanent due to the severe cost pressures the company is facing.

So, what are your thoughts on Asus’s decision to leave the phone market? Share your opinions with us in the comments!