ASUS may withdraw from the smartphone market

ASUS may completely withdraw from the smartphone market. It was claimed that the Taiwanese technology giant would take this step. According to information received, the company has stopped the production of existing models. It also exhausted its stocks.

It is stated that stocks are depleted as we enter the fourth quarter of 2026. Last week, the entire product range went into discontinuation. The company had previously confirmed that it did not plan to release a new phone in 2026. Therefore, the latest development is not considered a surprise.

Latest Models in ASUS Smartphone Range

ASUS's latest phones stand out as ROG Phone 9 and Zenfone 12 Ultra. Zenfone 12 Ultra is no longer available on some price comparison sites. This indicates that the last stocks are exhausted. Moreover, there does not appear to be a new successor for either model.

On the other hand, it is stated that the company continues to make losses in the phone business despite serious optimization efforts. As a matter of fact, there were rumors that production may stop temporarily by the end of 2025. So today's claim is not a sudden news. Because the signals had been accumulating for months.

Why Does Comeback Seem Difficult?

Component prices rose at the beginning of 2026. Moreover, consumer spending has also fallen. Therefore, it became even more difficult for the company to return to the phone market. As costs increased and demand decreased, it became difficult to run the business profitably.