In early 2026, ASUS confirmed that it had no plans for new phones at present. Its phone inventory was already nearly sold out in the fourth quarter, offline retailers stopped quoting prices, and the products entered the delisting phase—signaling that ASUS phones may exit the market altogether. Affected by factors such as continuously rising component costs, it will be difficult for the company to return to the phone market. ASUS's phone business has run for more than 20 years. After launching the Zenfone series in 2014, it once achieved global sales of nearly 10 million units, but its phone division had long been loss-making, and its subsequent shift toward the esports and professional user markets still failed to turn losses into profits. The ROG Phone 9 series launched in November 2024 and the Zenfone 12 Ultra launched in February 2025 became the last representative works of the brand's phone product line.