Asus may have made its last phone

Asus chairman Jonney Shih told Taiwan’s Inside that the company is done making phones for now, marking the end of its Zenfone and ROG Phone lines.

“Asus will no longer add new mobile phone models in the future,” Shih reportedly said (translated with Google Translate). He didn’t entirely rule out a return though, instead saying the company is entering a state of “indefinite observation” of the market, and that it will “continue to take care of the brand’s mobile phone users.”

Asus’s own-brand phones haven’t been particularly exciting since the teeny-tiny Zenfone 10 in 2023, though its ROG Phone line has more or less been the gold standard for premium gaming phones. It only released two phones in 2025, the big but boring Zenfone 12 Ultra and the ROG Phone 9 FE. Neither came out in the US.

We’ve reached out to Asus for confirmation that it is exiting the smartphone market, but hadn’t heard back in time for publication.