Asus is winding down its smartphone business after more than two decades of production. The company began this transition in early 2026, confirming it would not release any new phone models throughout the year. Current reports from Taiwan indicate that inventory levels are nearly depleted, with retailers removing pricing for remaining stock.
According to the local electronics tracking service SOGI, models such as the Zenfone 12 Ultra with 256 GB of storage are no longer available from retailers. This trend extends to the rest of the company's mobile lineup. The brand's recent notable releases included the ROG Phone 9, launched in November 2024, and the Zenfone 12 Ultra, which debuted in February 2025.
The company's history in the mobile market dates back to 2003 with the release of the J100. During a staff meeting in Taipei, Chairman Johnny Shih confirmed that the firm will not expand its smartphone portfolio or introduce new categories. Instead, Asus is shifting its strategic focus toward artificial intelligence systems.
Despite the exit from the smartphone market, Asus has committed to maintaining warranty support and software updates for devices already in the hands of consumers. The company is currently clearing out its final stock before officially ending its mobile hardware operations.
