Asus confirms it will cease production of Zenfone and ROG Phone from 2026 due to intense competition.

Asus has officially confirmed that it will cease development and production of its two flagship phone lines, the Zenfone and ROG Phone, starting in 2026. This news marks a significant setback for the Taiwanese technology company in its efforts to maintain its position in the global mobile market, which is currently dominated by major competitors.

According to the latest information from Taiwan, users will no longer see successor generations like the Zenfone 13 or ROG Phone 10 in 2026. The main reason for this decision is believed to be Asus's difficulty in directly competing with smartphone brands from China and South Korea such as Samsung, Xiaomi, and Oppo.

Challenges from major competitors and the future of the mobile sector.

The discontinuation of production includes even the highest-end versions such as the ROG Phone 10 Pro and Zenfone 13 Ultra. This indicates that Asus is restructuring its business strategy as the mobile device segment is not performing as expected due to pressure on pricing and technology from mainland competitors.

The current smartphone market is saturated, and maintaining sales for a specialized brand like ROG Phone (focused on gamers) or Zenfone (focused on compact design) is a huge challenge. Competitors not only have the advantage of large-scale production but also continuously release product lines covering all price segments.

Currently, the long-term future of Asus's mobile division remains unclear. The company has not made any announcements about whether it will replace these two phone lines with a new product line or completely withdraw from the smartphone market to focus on its traditional computer and electronic components business.