Asus quits smartphones: the Taiwanese manufacturer will not launch any new ROG Phone or Zenfone, which leaves the ROG Phone 9 Pro and the Zenfone 12 Ultra as its last models. If you own one, nothing changes in the short term: the warranty, after-sales service and promised updates all stay in place. If you were planning to buy one, the answer is less clear-cut: both phones are still excellent, but they are only worth it at a knockdown price.
Asus quits smartphones: what was announced, and when
It happened in two stages. In early January 2026, the Taiwanese business daily DigiTimes reported that Asus had no new phones planned for the year. The brand then confirmed a pause in launches, without talking about an exit.
On 16 January 2026, the tone shifted. At the group’s year-end party in Taipei, Jonney Shih, Asus chairman and the company’s best-known figure, said it would not add any new phone models in the future. His remarks, picked up by the Taiwanese press and then reported by Notebookcheck, reached European sites within days. From then on, the headline “Asus quits smartphones” was everywhere.
A pause, or the end of the ROG Phone?
Officially, Asus avoids the word “end”. Jonney Shih left the door ajar: the brand could come back if an opportunity arises. In practice, the teams and research budgets have been moved elsewhere, and a comeback would mean rebuilding an entire product line from scratch.
Our reading: Asus quits smartphones for at least several generations. There will be no ROG Phone 10. The ROG Phone 9 Pro, launched in late 2024, and the Zenfone 12 Ultra, unveiled on 6 February 2025, are therefore the last of the line. Asus has published neither a detailed timeline nor a set period for spare parts, and that vagueness is what worries customers most.
Why Asus quits smartphones: three reasons that add up
If Asus quits smartphones after more than ten years of Zenfones and a ROG Phone line that began in 2018, there is no single reason. It is the sum of several that tipped the balance.
Mobile gaming, a niche that no longer pays
The high-end gaming phone is an enthusiast market. Players willing to spend over 1,000 euros (around 656,000 FCFA) on touch triggers and a cooling fan are few and far between. And they have options: RedMagic sells phones just as powerful for 700 to 900 euros (around 459,000 to 590,000 FCFA), while the big mainstream flagships use the same Snapdragon chip.
Asus is too small globally, with less than 2% of the market, to cover the cost of two separate ranges, each with its own screens, cases and accessories.
Components keep getting more expensive
The latest Snapdragon chips get pricier with every cycle, and the memory shortage sent LPDDR5X prices soaring in 2026. Without the bargaining power of a Samsung or a Xiaomi, a small manufacturer’s margin melts away. Asus has also warned that its future laptops will be hit as well.
A refocus on PCs, AI, robotics and smart glasses
Asus had a bumper 2025 thanks to artificial intelligence: revenue up around 26%, and AI server sales more than doubled, according to the group. Its priorities are now clear:
- “AI PCs” for consumers and businesses, where the ROG brand remains very strong;
- data centre servers, which have become a growth engine;
- “physical AI”: robots and robotics, notably on Qualcomm’s Dragonwing platform;
- smart glasses, which Jonney Shih named among the devices to develop.
The gaming know-how is not lost, though: it lives on in the ROG Ally handheld consoles.
You own a ROG Phone or a Zenfone: what Asus guarantees
Even though Asus quits smartphones, your phone is not orphaned overnight. The brand has pledged to keep looking after its users: the warranty, after-sales service and scheduled updates are all maintained.
Updates: Android 17 will be the last
The ROG Phone 9, ROG Phone 9 Pro and Zenfone 12 Ultra launched on Android 15, then got Android 16 with the Android 16 rollout in November 2025. Asus had promised two major updates, and that promise holds even though Asus quits smartphones: Android 17 will be the last big version. As of 1 October 2026, Asus has not announced a rollout date.
Security patches are promised for five years, which means until roughly the end of 2029 for the ROG Phone 9 Pro and early 2030 for the Zenfone 12 Ultra. That is fair, but it falls short of Samsung and Google, which promise seven years of major versions on their flagships.
Warranty, repairs and spare parts
Your manufacturer’s warranty runs to the end of its term. In the EU, the two-year legal guarantee of conformity applies anyway through the seller, whatever happens to the brand. Asus’s repair network, which also handles its laptops, stays in place: for a screen or battery over the next two or three years, there is no particular cause for concern.
The doubt is about the long term. Now that Asus quits smartphones, the question of parts matters: Asus has given no period of availability for parts. ROG Phone-specific accessories, such as the AeroActive Cooler X Pro fan or the dedicated cases, are likely to become scarce: if you want them, buy them now.
Good to know — Since Asus quits smartphones, the resale value of these models will drop faster than that of an iPhone or a Galaxy. If you plan to change phones within a year, selling now is still the best option.
Asus quits smartphones: should you still buy a ROG Phone 9 Pro or Zenfone 12 Ultra in 2026?
Asus quits smartphones, not support, and technically neither phone has aged. Their Snapdragon 8 Elite runs every 2026 game without breaking a sweat, their AMOLED screens are superb and their battery life is still solid. The problem is the price and the remaining software lifespan.
ROG Phone 9 Pro in 2026: a collector’s item not worth overpaying for
The ROG Phone 9 Pro launched at €1,299 (around 852,000 FCFA) with 16 GB of RAM and 512 GB of storage. The expected clearance sale never happened: the new model has all but vanished from major French retailers, and some third-party sellers are asking more than €1,400 (around 918,000 FCFA), according to French price tracker Bonne Promo. At that price, the answer is no.
The standard ROG Phone 9 has been spotted at €849 (around 557,000 FCFA) on Asus’s official store in Belgium, subject to stock: check availability on the day. Our advice: only buy a ROG Phone 9 Pro below €800 (around 525,000 FCFA), new or refurbished with a warranty. Above that, a 2026 gaming phone gives you more, for less money and for longer.
Zenfone 12 Ultra: the better deal of the two
The Zenfone 12 Ultra launched in France at €1,099.99 (around 722,000 FCFA). It is still sold on Amazon and the Asus store, often below its launch price: check the current price with the retailer. Headphone jack, IP68 and gimbal-style video stabilisation: it remains a very well-rounded flagship.
Below €700 (around 459,000 FCFA), it is a good deal, as long as you accept that Android 17 will be its last major update. Above that, you are better off with a recent model from a brand that will still be around in five years.
Good to know — On a second-hand ROG Phone or Zenfone, check the Android version in the settings (16 at least) and the date of the latest security patch. A device stuck on an older version may never have been updated by its previous owner.
After the end of the ROG Phone: the best ROG Phone alternatives in 2026
Now that Asus quits smartphones, RedMagic has the field to itself, but it is not alone. Here is our advice by budget, from a direct heir to a cheap gaming pick.
RedMagic 11S Pro: the most direct heir
The RedMagic 11S Pro ticks every ROG Phone box: 520 Hz triggers, a built-in fan, liquid cooling and a 144 Hz screen with no notch. With 7,500 mAh and the Snapdragon 8 Elite Gen 5, it is a generation ahead of Asus, for €799 (around 524,000 FCFA) in the 12 + 256 GB version on the brand’s European store.
RedMagic 12 Pro+: due on 15 October
If you can wait, the RedMagic 12 Pro+ will be unveiled in China on 15 October 2026 with the Snapdragon 8 Elite Extreme Gen 6. Leaks point to 8,400 mAh and 120 W charging, to be taken with caution. European pricing and release date are still unknown; we estimate it at €799 to €899 (around 524,000 to 590,000 FCFA).
iQOO 16: the most powerful, but not sold in France
Launched in China on 29 September 2026, Vivo’s iQOO 16 pairs the same chip with an in-house gaming chip called Q4, a 2K 165 Hz screen and 8,400 mAh. It starts at 5,999 yuan, or about €720 (around 472,000 FCFA) at the exchange rate, before European taxes. It is not officially sold in France: importing remains possible, but without a local warranty.
Poco F9 Ultra: the all-rounder
The Poco F9 Ultra has no triggers or fan, but it offers a 185 Hz screen, 8,050 mAh and IP68 certification. Its recommended price is around €1,099.90 (around 721,000 FCFA) for 12 + 256 GB according to Androidplanet, with a launch offer at €829 (around 544,000 FCFA); the French price is still to be confirmed with retailers. It is the natural replacement for the Zenfone 12 Ultra if you game as much as you take photos.
Infinix GT 50 Pro: gaming on a budget
Dimensity 8400 Ultimate chip, pressure-sensitive triggers, liquid cooling: the Infinix GT 50 Pro costs around €370 to €400 (around 243,000 to 262,000 FCFA) depending on the market. It is less powerful, yet it runs the big competitive games with ease, for a third of the price of a ROG Phone at launch. It is our pick for the best gaming phone in 2026 on a tight budget.
What does the end of the ROG Phone change in West and Central Africa?
In Cameroon, Côte d’Ivoire or Senegal, the news that Asus quits smartphones makes little difference day to day. Asus never really distributed its phones there: ROG Phones arrived as imports from Europe, Dubai or Asia, with a warranty tied to the country of purchase. With a local reseller, ask for the original invoice and test the device on the spot. As for alternatives, the Infinix GT 50 Pro has a real advantage: a sales and after-sales network present in the region.
Frequently asked questions about Asus quitting smartphones
Asus quits smartphones: is it official?
Yes, Asus quits smartphones. On 16 January 2026, at the group’s year-end party in Taipei, chairman Jonney Shih confirmed that the brand would no longer add new phone models. The ROG Phone and Zenfone ranges will therefore get no new releases. Asus talks about a pause and does not rule out a return one day, but its teams now work on PCs, AI servers, robotics and smart glasses.
Will my ROG Phone 9 Pro still get updates?
Yes. Asus is sticking to its commitments: two major Android updates and five years of security patches. The ROG Phone 9 Pro received Android 16 in November 2025 and is still due to get Android 17, its last major version. Security patches should run until around the end of 2029, decent support but shorter than on high-end Samsung or Google phones.
Now that Asus quits smartphones, is my Zenfone warranty still valid?
Yes. The manufacturer’s warranty stays valid until it expires, and Asus’s after-sales service is still running. In the EU, the two-year legal guarantee of conformity also protects you through the seller, independently of the manufacturer. Keep your invoice. The uncertain point is long-term spare parts: Asus has not published any availability period.
What is the best gaming phone in 2026 to replace a ROG Phone?
Since Asus quits smartphones, the RedMagic 11S Pro is the closest alternative, with triggers, a fan and 7,500 mAh for €799 (around 524,000 FCFA). If you can wait, the RedMagic 12 Pro+ will be unveiled on 15 October 2026. The Poco F9 Ultra suits more varied use, and the Infinix GT 50 Pro remains the best choice on a tight budget, especially in Africa.
Our take: Asus quits smartphones, but your phone is still a good tool
The verdict is clear: Asus quits smartphones, and that is bad news for diversity in the Android market, because the brand dared to make unusual choices, such as a headphone jack on a flagship or AirTrigger shoulder buttons. For owners, the impact is limited, with two to three worry-free years ahead. For buyers, the rule is simple: at an end-of-line price, yes; at full price, no.
Do you own an Asus phone and are wondering whether to keep it? Tell us about your experience in the comments, and check out our RedMagic 11S Pro page if you are already looking for its successor.
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