Asus might be stepping away from the smartphone market.

Asus chairman Jonney Shih recently shared with a Taiwanese outlet that the company is stepping away from the smartphone market for the time being, signaling the end of its Zenfone and ROG Phone series. Shih mentioned that “Asus will no longer add new mobile phone models in the future,” although he left the door open for a potential comeback, stating that the company is entering a phase of “indefinite observation” of the market while still supporting its existing mobile phone users.

The excitement around Asus-branded phones has waned since the compact Zenfone 10 launched in 2023, although the ROG Phone series has consistently set the benchmark for high-end gaming smartphones. In 2025, Asus introduced just two models: the large but uninspiring Zenfone 12 Ultra and the ROG Phone 9 FE, neither of which made it to the US market.

We’ve reached out to Asus for confirmation regarding its exit from the smartphone arena but have yet to receive a response.