ASUS may abandon cell phone business, including ROG models

Let’s add another victim to the memory crisis. ASUS appears to have no plans to launch new Zenfone or ROG cell phone models in 2026, due to high component prices, which are expected to continue to rise throughout this year.

The information comes from DigiTimes, which states that the company is already communicating with commercial partners and some mainstream press publications regarding the matter. According to the website, the company has declared that it will not launch new cell phones in the next 12 months, neither ROG gamer models nor more affordable Zenfone options.

The decision has been attributed to the rise in memories, which will harm companies especially in markets where they are less consolidated. While ASUS is a reference in the area of ​​PCs and notebooks, the company competes with difficulty in the smartphone segment.

It is imagined that ASUS assessed that it would not be able to sell new cell phones at the price it would need to charge to compensate for the increase in RAM components. Increases are expected on all products, but bigger brands like Apple, Samsung and Xiaomi must be better prepared to not lose customers.

ASUS phones already available will not be affected

While ASUS does not intend to launch new cell phones this year, models already available will continue to be sold normally. In addition, product support also continues as expected.

What we don’t know is what the decision for 2026 could mean for the future of the company’s smartphones. The memory market is unlikely to see major improvements in 2027 and, since the company was already struggling to establish itself in the segment, the hiatus could complicate its situation even further.

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