ASUS has decided to skip all new smartphone releases this year, including the much awaited ROG Phone 10 and Zenfone 13 models. This choice stems from internal changes at the company, as it faces tough competition and rising costs in the mobile market.
The Taiwanese tech firm confirmed through industry reports that it will not launch any new phones in 2026. Instead, ASUS plans to support its current devices while rethinking its approach to smartphones. This pause affects fans of gaming phones and compact flagships, who now look for other options.
Reasons Behind the Cancellation
ASUS faces strong pressure from big players like Samsung and Chinese brands in the smartphone world. Reports show that making high end gaming phones has become too costly, with slim profit margins.
The company wants to focus on areas where it makes more money, such as laptops, desktops, and AI servers. This shift comes after years of building a name in mobile gaming, but market changes forced a hard look at the business.
Insiders say the decision helps ASUS cut losses and invest in growing sectors. For example, the PC market has seen a boost from remote work trends, giving the firm a safer path forward.
Impact on Gaming Phone Fans
Gamers who loved the ROG series feel let down by this news. The ROG Phone 9, launched last year, remains a top choice for mobile gaming with its powerful specs.
This halt means no new hardware upgrades in 2026, pushing users to rivals like the Red Magic or Black Shark lines. Some fans worry this could signal the end of ASUS in smartphones altogether.
On social media, reactions vary from disappointment to understanding. Many hope the break leads to better products later.
- Delays innovation in mobile gaming tech.
- Forces users to stick with older models or switch brands.
- Highlights broader industry struggles with costs and competition.
Expected Features of the Scrapped ROG Phone 10
Before the cancellation, leaks painted a picture of what the ROG Phone 10 might have offered. It promised to push boundaries in performance and design.
Experts expected it to build on past models with better cooling and battery life. Sadly, these ideas stay on the drawing board for now.
| Feature | Expected Details | Comparison to ROG Phone 9 |
|---|---|---|
| Display | 6.8 inch AMOLED, 185Hz refresh rate | Similar size, higher refresh than 165Hz |
| Processor | Snapdragon 8 Elite | Upgrade from Snapdragon 8 Gen 3 |
| Battery | 6500mAh with 100W charging | Larger than 6000mAh, faster charging |
| Cooling | Advanced GameCool system | Improved over previous version |
| Price | Around $1200 | Similar to last model’s launch price |
This table shows how the phone could have stood out. Without it, the market misses a key player in high performance devices.
ASUS Smartphone Strategy Shift
ASUS now turns its eyes to core strengths like gaming laptops and motherboards. Recent events at CES 2026 highlighted new PC gear, showing where the company puts its energy.
This move aligns with global trends, where smartphone sales slow down while PC demand rises. ASUS aims to lead in AI and computing, areas with steady growth.
The firm promises full support for existing phones, including software updates. This keeps current users happy during the transition.
In recent years, other brands like LG left the phone market for similar reasons. ASUS might follow suit or return stronger in 2027.
What This Means for Buyers
If you planned to buy a new ASUS phone this year, look at alternatives from Samsung or Google. These offer solid gaming features without the wait.
The pause gives ASUS time to innovate, perhaps blending phone tech with its PC lineup in the future.
Looking Ahead for ASUS Mobile
No one knows if ASUS will fully exit smartphones, but this year marks a turning point. The company might come back with refreshed ideas that tackle market challenges.
Fans should watch for official updates, as ASUS hints at long term plans. This could lead to exciting changes in how we think about mobile gaming.
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