We’ve barely settled into 2026, and it has already claimed its first victim in the tech world.
Rough Start for ASUS Smartphones
I’m of course referring to ASUS, the Taiwanese tech giant known for its laptops, handhelds, and smartphones. Just to be clear, it isn’t the whole company I’m talking about. The laptop and handheld divisions seem to be doing just fine despite the current RAMmageddon.
However, the same cannot be said for its smartphone division, especially after the company explicitly confirmed that it has no plans to launch new smartphones this year. Could this be an indicator that the company will shut down its smartphone division? Maybe, maybe not.
Falling Behind in a Fast-Moving Market
While other smartphone manufacturers are racing to release two generations’ worth of devices in a single year, the company’s most recent smartphones were the Zenfone 12 Ultra and the ROG Phone 9 FE, both launched last February.
The Silver Lining
But it isn’t all bad news, as the company has promised to continue providing software updates and maintaining warranty services for existing devices and users.
Final Thoughts
As a tech writer and a former user of a Zenfone Go (yes, the entry-level phone), it’s quite saddening to see another phone manufacturer wind down production or, worse, exit the market altogether because it can no longer compete at the same level it once did.
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