Asus to pause new smartphone launches in 2026, maintain mobile operations Review: In-Depth Analysis (2026)
Quick Verdict: Asus has officially announced it will not release any new smartphones in 2026, marking a strategic pause in its mobile hardware development. However, the company reaffirmed its commitment to ongoing after-sales support, warranty services, and software updates for current devices like the ROG Phone 9 and Zenfone 12 Ultra. This move reflects broader industry pressures rather than a full exit from the smartphone market.
Introduction
The global smartphone market in 2026 is defined by consolidation, aggressive pricing from Chinese OEMs, and shrinking margins for non-flagship players. Asus, once a notable contender in both the premium gaming segment with its ROG Phone series and the compact flagship space via the Zenfone lineup, now faces existential challenges in maintaining relevance. Intensifying competition from brands like Xiaomi, Realme, OnePlus, and even Apple’s expanded mid-tier offerings has eroded Asus’s niche appeal—particularly in Southeast Asia, where cost-efficiency and localized marketing once gave it an edge. With only two major launches in 2025—the Zenfone 12 Ultra and ROG Phone 9—the brand’s momentum has visibly slowed, prompting a reevaluation of its long-term mobile strategy.
This decision to pause new smartphone launches does not signal an abrupt shutdown but rather a calculated retreat to reassess positioning, supply chain efficiency, and R&D focus. Asus emphasized that its smartphone operations will continue, ensuring that existing users aren’t left stranded. Warranty claims, security patches, OS upgrades, and repair services will remain fully operational throughout 2026 and beyond. The move also aligns with Asus’s broader pivot toward high-margin segments such as AI PCs, gaming laptops, and enterprise hardware, where it holds stronger competitive advantages. While the absence of new models may disappoint loyal fans, it underscores a pragmatic response to a saturated and unforgiving mobile landscape.
Design & Build Quality
Though no new devices are slated for 2026, Asus’s recent smartphones—particularly the ROG Phone 9 and Zenfone 12 Ultra—showcase the brand’s commitment to premium materials and ergonomic refinement. The ROG Phone 9 retains its signature angular, gamer-centric aesthetic with a polycarbonate-reinforced aluminum frame, matte-textured back panel, and customizable RGB lighting on the rear logo. Weighing in at 239g, it’s undeniably hefty but balances weight distribution well for extended gaming sessions. The Zenfone 12 Ultra, by contrast, adopts a minimalist approach with a ceramic-like glass back, slim bezels, and a compact 6.2-inch form factor that appeals to users seeking flagship power without bulk.
Color options remain restrained yet sophisticated: Phantom Black dominates both lineups, with the ROG series offering limited-edition variants like “Storm Gray” and “Aurora White” in select regions. Build integrity is excellent—both devices pass MIL-STD-810H durability tests, featuring IP68 water resistance on the Zenfone 12 Ultra and IP54 splash protection on the ROG Phone 9. Haptic feedback is crisp, buttons are tactile, and the overall fit-and-finish rivals Samsung and Google’s best. While design evolution may stall in 2026, Asus’s current portfolio remains among the most thoughtfully engineered in their respective categories.
Display Excellence
The ROG Phone 9 boasts a 6.78-inch AMOLED panel with a staggering 165Hz refresh rate, 2400 nits peak brightness, and HDR10+ certification—making it one of the most responsive and vibrant displays in the Android ecosystem. Its flat-screen design minimizes accidental touches, while adaptive sync technology dynamically adjusts refresh rates between 1Hz and 165Hz to conserve battery during static content. Color accuracy is superb, covering 100% DCI-P3 gamut with factory calibration ensuring Delta E < 1.
The Zenfone 12 Ultra features a slightly smaller 6.2-inch LTPO AMOLED display with a 120Hz adaptive refresh rate, 1800 nits peak brightness, and Gorilla Glass Victus 2 protection. Though not as extreme as the ROG’s specs, it delivers exceptional clarity (450 PPI), deep blacks, and excellent outdoor visibility. Both screens support Always-On Display and offer extensive customization via Asus’s Display settings, including blue light filters and color temperature tuning. For users who prioritize screen quality, these panels remain top-tier—even as newer competitors emerge in 2026.
Performance & Gaming
Powered by the Snapdragon 8 Gen 3 (ROG Phone 9) and Snapdragon 8+ Gen 3 (Zenfone 12 Ultra), both devices deliver flagship-tier performance capable of handling any 2025–2026 mobile workload. In benchmark tests, the ROG Phone 9 consistently scores over 1.8 million on AnTuTu v10, while GPU-intensive titles like *Genshin Impact* and *Honkai: Star Rail* run at max settings with minimal frame drops. Asus’s GameCool 7 thermal system—featuring a vapor chamber, graphite sheets, and optional AeroActive Cooler accessory—keeps peak temperatures below 42°C even during hour-long sessions.
The Zenfone 12 Ultra, though less overtly gaming-focused, still excels in multitasking and app responsiveness thanks to its optimized software layer and 16GB LPDDR5X RAM. Both phones support Wi-Fi 7, Bluetooth 5.4, and sub-6GHz/mmWave 5G (region-dependent). While Asus won’t introduce newer chipsets like the Snapdragon 8 Elite in 2026, its existing hardware remains more than capable for mainstream and enthusiast users alike. The real limitation won’t be performance—it’ll be software support longevity, which Asus has pledged to maintain.
Camera System Analysis
The ROG Phone 9 features a triple-camera setup headlined by a 50MP Sony IMX989 main sensor with gimbal-style OIS—a rare feature that enables ultra-smooth video recording and improved low-light stills. The 12MP ultrawide (120° FoV) and 8MP telephoto (3x optical zoom) complete the trio, though the latter is modest compared to periscope rivals. Daylight photos are sharp with natural color science, while Night Mode leverages computational photography to brighten shadows without excessive noise.
The Zenfone 12 Ultra upgrades to a 64MP main sensor (f/1.7) paired with a 48MP ultrawide and 12MP telephoto (2x zoom). Its camera app emphasizes simplicity, offering Pro mode, portrait enhancements, and AI scene detection. Video capabilities include 8K@30fps and 4K@120fps slow-mo, with excellent dynamic range in HDR scenarios. While neither system matches the computational prowess of the iPhone 17 or Pixel 10, they hold their own in daylight and offer unique strengths—like the ROG’s gimbal stabilization—that cater to specific user needs.
Full Specifications
| Component | ROG Phone 9 | Zenfone 12 Ultra |
|---|---|---|
| Display | 6.78″ AMOLED, 165Hz, 2400 nits | 6.2″ AMOLED, 120Hz, 1800 nits |
| Processor | Snapdragon 8 Gen 3 | Snapdragon 8+ Gen 3 |
| RAM | 16GB LPDDR5X | 16GB LPDDR5X |
| Storage | 512GB UFS 4.0 | 512GB UFS 4.0 |
| Battery | 5500mAh | 4800mAh |
| Charging | 65W wired, 30W wireless | 65W wired |
| OS | Android 15 (ROG UI) | Android 15 (ZenUI) |
| Price (USD) | $1,184.98 | $899.00 |
Pros & Cons
- Pros:
- Industry-leading 165Hz display on ROG Phone 9
- Exceptional build quality and durability
- Gimbal-stabilized main camera (ROG series)
- Comprehensive after-sales support guaranteed through 2026+
- Clean, bloat-free software experience
- Cons:
- No new hardware launches in 2026
- Telephoto cameras lag behind competitors
- Limited carrier availability in North America
- ROG Phone remains niche with bulky design
Comparison: Asus to pause new smartphone launches in 2026, maintain mobile operations vs Competition
Against the iPhone 17 Pro, Asus’s ROG Phone 9 offers superior refresh rates and gaming-centric features but lacks Apple’s ecosystem integration, video processing, and long-term iOS update promise (7+ years). The Zenfone 12 Ultra competes closely with the Pixel 10 in compact flagship territory, matching its clean Android experience and camera versatility—but Google’s AI-driven features (e.g., Call Screen, Magic Editor) and Tensor G4 efficiency give it an edge. Neither Asus device supports mmWave 5G universally, unlike Samsung and Apple flagships, limiting appeal in U.S. markets. Still, for users prioritizing raw performance, display fluidity, and honest software, Asus remains a compelling—if stagnant—option in 2026.
FAQ
Will Asus stop supporting my current phone in 2026?
No. Asus confirmed that warranty, repairs, software updates, and security patches will continue unchanged for all existing devices.
Is this the end of the ROG Phone series?
Not necessarily. Asus stated its “smartphone operations will continue,” leaving the door open for future launches beyond 2026.
Why is Asus pausing new launches?
Intense competition, shrinking margins, and strategic refocusing on higher-growth segments like AI PCs and gaming laptops drove the decision.
Can I still buy Asus phones in 2026?
Yes—existing inventory of ROG Phone 9 and Zenfone 12 Ultra will remain available through authorized retailers until stock depletes.
Conclusion
Asus’s decision to pause new smartphone launches in 2026 is less a surrender than a strategic recalibration. In a market dominated by scale, subsidies, and aggressive innovation cycles, Asus recognizes that sustaining relevance requires either massive investment or a retreat to defend core strengths. By guaranteeing uninterrupted support for current users, the company preserves trust and brand equity—critical assets if it chooses to re-enter the fray post-2026. While enthusiasts may mourn the absence of a Zenfone 13 or ROG Phone 10, the reality is that Asus’s mobile legacy remains intact, if temporarily dormant. For now, its smartphones stand as capable, well-crafted devices—worthy of consideration for those who value performance, purity, and promise of continued care.
Tags: Asus smartphone pause 2026, ROG Phone 9, Zenfone 12 Ultra, Asus mobile strategy, smartphone market 2026, after-sales support, gaming phones, Asus news, Android smartphones, tech industry trends, Asus warranty, mobile hardware pause
