ASUS currently has no plans to debut new smartphones in 2026, but its smartphone operations which include maintenance, warranty services, and software upgrades will still continue for all products.
A Bit of History
ASUS’ smartphone history goes back to the early 2000’s with its Zenfone lineup, which were popular to those who wanted a device that delivered good value for the money.
However, Chinese smartphone brands eventually took over the market, with full-year earnings falling to their lowest in 2009. The company abandoned the other segments and shifted its focus to the premium ZenFone models and the ROG Phone lineup.
The most recent Zenfone model is the ASUS Zenfone 12 Ultra, which was launched globally in February 2025, while the latest ROG Phone model is the ROG Phone 9 series, composed of the ROG Phone 9 and ROG Phone 9 Pro, released globally near the end of 2024, and in the Philippines in early 2025.
You may check out our full review of the latter here.
No Halt in Progress
Though details are scarce, there is a report that ASUS is eyeing entry into the drone and AI glass markets. If true, it would be interesting how these new products will stand out, considering intense competition from other brands.
So, did you ever own an ASUS ZenFone? Would you consider buying one if the brand eventually launches a new model down the road? Let us know in the comments!
Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.
