ASUS appears to be closing the chapter on its smartphone business. Retailers in Taiwan have stopped quoting remaining units of the Zenfone 12 Ultra, and the last batches of inventory are clearing. The company had already stated earlier in 2026 that it would not launch new phone models this year.
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The ROG Phone 9 series, released in late 2024, and the Zenfone 12 Ultra from early 2025 stand as the final major devices. ASUS has a long history in phones, starting with early models more than two decades ago and later focusing on gaming and premium compact devices after strategic shifts. Despite the “small but beautiful” approach, the division remained loss-making. Rising memory and component costs have further pressured margins and demand.
Existing owners should continue to receive software updates and service support for the time being. The broader shift sees ASUS directing resources toward AI-focused products, PCs, and other growth areas.
For readers who followed ROG Phone gaming features or preferred the Zenfone form factor, this marks the end of new options from the brand. Competing gaming phones from other makers remain available, but the specific combination of triggers, speakers, and sustained performance that defined the ROG line will not see a direct successor from ASUS in the near term.
PassionateGeekz Take
The inventory clearance makes the pause feel more permanent. While ASUS has not issued a formal “we are done forever” statement, the combination of no 2026 models and empty shelves leaves little room for a quick return. Buyers seeking high-refresh gaming performance or unique design should look at current alternatives from other brands.