Asus has officially confirmed that it will not be launching any new Zenfone or ROG Phone models throughout 2026, signaling a significant shift in its smartphone strategy. This clarification comes amidst reports from Taiwanese distributors and an article by industry publication Digitimes, which initially suggested a potential winding down of Asus's smartphone unit by the end of 2025. However, Asus has been keen to emphasize that this move is a 'pause' in new hardware releases rather than a complete discontinuation of its smartphone business. The company has assured its existing customer base that it will continue to provide comprehensive after-sales support, including software updates, maintenance, and warranty services for all current Zenfone and ROG Phone devices. The decision is reportedly driven by the increasing difficulty in competing with dominant Chinese and Korean brands in the saturated global smartphone market, alongside profitability challenges. While the Zenfone series garnered attention for its compact flagship designs and the ROG Phone lineup for its gaming-centric features, neither has achieved substantial market share against the likes of Samsung and other aggressive manufacturers. Experts speculate whether this one-year hiatus might lead to a permanent exit, though Asus maintains its smartphone operations will continue under its current model. The company might be re-evaluating its approach or reallocating resources to more profitable segments like laptops and AI-focused products, as seen at recent tech events. This development is particularly noteworthy for an Indian audience, where Asus has a presence in the premium and gaming smartphone segments. The absence of new models will impact consumer choices in these niches.