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ASUS has no new smartphone models planned for 2026, leaving the ROG Phone 9 series as its latest major gaming-phone generation. A later reported comment from chairman Jonney Shih said ASUS would no longer add new mobile-phone models in the future, suggesting an indefinite freeze. However, ASUS has not published a conventional, detailed announcement permanently discontinuing ROG Phone or Zenfone.
What ASUS has actually announced
The clearest near-term statement came on January 2, 2026, when ASUS told DigiTimes that it had no plans to introduce new smartphone models during 2026. ASUS said its current mobile operations would continue and that warranties, maintenance, software updates and after-sales support for existing phones would remain available.
That was narrower than a permanent-exit announcement. The situation became more serious on January 16, when Jonney Shih reportedly said at a Taiwan company event, “Asus will no longer add new mobile phone models in the future.” The wording has been widely reported through translation rather than an English-language ASUS press release, so it should be treated as an attributed comment. Ars Technica’s report characterized the result as an indefinite hiatus.
The practical reading is that ASUS has paused new-phone launches for 2026 and may have stopped planning successors altogether. That effectively freezes both ROG Phone and Zenfone, but it is not the same as a product-by-product permanent-discontinuation notice.
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The timeline in brief
- November 2024: TechRadar published its ROG Phone 9 Pro review.
- January 7, 2025: ASUS published its global ROG Phone 9 series launch announcement.
- January 2, 2026: ASUS told DigiTimes there would be no new smartphone models in 2026.
- January 5, 2026: Tom’s Guide reported that warranties, repairs and software support would continue.
- January 16, 2026: Shih was reported as saying ASUS would no longer add new mobile-phone models in the future.
- January 19–23, 2026: Coverage from outlets including TechRadar described an indefinite freeze affecting ROG Phone and Zenfone.
Why there is no ROG Phone 10
The verified reason is simply ASUS’s decision not to introduce new smartphone models in 2026. ASUS has not publicly confirmed that weak sales, memory costs, component prices, a specific defect or any other single factor caused the decision.
There are plausible business pressures. Dedicated gaming phones serve a narrower audience than mainstream flagships, while premium Android phones increasingly offer strong gaming performance without specialized hardware. A gaming-focused model also requires custom cooling, controls, accessories, software tools and regional distribution. ASUS phone availability has been limited in some markets, which makes that investment harder to spread across a large user base.
Reporting has also linked ASUS’s strategic attention to AI-related hardware and other growth areas. That is reported context, not proof that one particular product or cost caused the smartphone withdrawal.
The latest ROG Phone is still the ROG Phone 9 series
ASUS announced the ROG Phone 9 and ROG Phone 9 Pro in late 2024, with the global pressroom announcement dated January 7, 2025. The series remains the newest major ROG generation as of August 18, 2026. ASUS lists the Snapdragon 8 Elite, a 6.78-inch AMOLED display with refresh rates up to 185Hz, GameCool 9 thermal hardware, AirTrigger controls and an accessory ecosystem including the AeroActive Cooler X Pro and ROG Tessen controller.
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TechRadar’s ROG Phone 9 Pro review lists a 5,800mAh battery, 16GB or 24GB RAM configurations, 512GB or 1TB storage, a 227g weight, a secondary USB-C port, IP68 water resistance and wireless charging. The phone’s gaming strengths include sustained performance, shoulder-style AirTriggers, landscape charging convenience and extensive performance controls.
Those specifications do not make it the best all-purpose phone. The same review notes a commitment of two major Android updates, shorter than what some current mainstream flagships offer. Camera quality, modem behavior, update longevity and resale value can matter more than gaming controls for everyday buyers.
What “support continues” means for current owners
ASUS’s statement preserves existing obligations; it does not promise unlimited service or a new feature roadmap. Warranty coverage remains subject to the applicable regional terms. ASUS says maintenance and repairs for existing devices will continue, while software upgrades remain part of its support commitment.
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| Model | Hardware support listed through | Software support listed through |
|---|---|---|
| ROG Phone 7 | 2025 | 2027 |
| ROG Phone 8 | 2026 | 2029 |
| ROG Phone 9 | 2027 | 2029 |
| Zenfone 10 | 2025 | 2027 |
| Zenfone 11 | 2027 | 2029 |
| Zenfone 12 | 2027 | 2030 |
These are entries in ASUS’s US support policy, not a guarantee that every country has identical repair access or update timing. Parts stock, local law, product age and the exact regional model can change the practical experience. A warranty normally does not cover accidental or liquid damage unless the relevant policy says otherwise. ASUS also provides repair-service information for owners checking eligibility.
Should you keep, sell or buy an ROG Phone?
Keep an existing phone when its gaming features matter
- The ROG Phone 9 remains powerful and its AirTriggers, secondary USB-C port, high-refresh screen and gaming software are difficult to replicate on conventional phones.
- Existing support has not been withdrawn, so there is no need to sell solely because ASUS skipped a 2026 refresh.
- Replacing it with a newer mainstream phone may cost more while removing the controls and accessory compatibility you actually use.
Be cautious at full price
- There may be no immediate successor, so the hardware will age without a normal annual upgrade path.
- Accessory inventory, replacement parts and regional warranty options may become harder to find as remaining stock declines.
- A premium launch price is difficult to justify when the platform’s future is uncertain and the major-Android-update commitment is relatively short.
Buy only when the deal and region make sense
A discounted ROG Phone 9 Pro can still be a sensible specialist purchase. TechRadar listed $1,199.99 at ASUS when it reviewed the phone on November 19, 2024; that is a historical launch-time reference, not a reliable August 2026 street price. Check the official ASUS product page and confirm that the exact configuration is sold for your market.
Before buying, verify US carrier-band compatibility, local warranty coverage and whether the seller is ASUS or an importer. A cheaper Tencent or China-market unit may have different firmware, bands, Google-service status and repair arrangements. “Global ROM” in a marketplace listing does not automatically mean official global support.
Is a dedicated gaming phone still worth buying in 2026?
It is worth considering when gaming-specific hardware is the priority:
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- 6.59" 1.5K 120Hz ultra-bright AMOLED displayResolution: 2756*1268Contrast ratio: 8,000,000:1Refresh rate: Up to 120Hz*Refresh rate can be adjusted to up to 120Hz for supported apps.Peak brightness: 3500 nits covering 25% display areaHBM brightness: 2000 nitsTypical brightness: 800 nitsTouch sampling rate: Up to 480HzInstant touch sampling rate: 2560Hz*2560Hz instant touch sampling rate is activated under Game Turbo Mode.12-bit color depth, 68 billion colorsDCI-P3 wide color gamut3840Hz PWM dimmingOriginal color PROPro HDR displayWet Touch display 2.0HDR10+TCertifiedTÜV Rheinland Flicker Free CertifiedTÜV Rheinland Circadian Friendly CertifiedDolby VisionCorning Gorilla Glass 7i
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- sustained performance and extra thermal headroom;
- shoulder or touch-trigger controls;
- high-refresh displays and large batteries;
- charging while holding the phone horizontally;
- gaming overlays, recording, macros and performance profiles;
- clip-on cooling and other gaming accessories.
A mainstream flagship is usually the safer choice when you prioritize camera quality, longer software support, carrier compatibility, water resistance, wireless charging, resale value and one-device convenience. A gaming phone can outperform a conventional device in long sessions while losing on those everyday measures.
Alternatives if you do not want a frozen platform
| Option | Best fit | Trade-offs |
|---|---|---|
| REDMAGIC | Dedicated gaming performance, aggressive cooling and gaming-first controls. Current coverage includes REDMAGIC 11 Pro and REDMAGIC 10 Air. | Camera quality, software polish, carrier breadth and regional repair support may be weaker. Current prices should be checked at the official store. |
| iPhone Pro or Pro Max | Strong sustained performance, a large game ecosystem, long useful life and resale prospects. TechRadar’s guide names the iPhone 17 Pro Max as its iPhone gaming pick. | No Android features, AirTrigger-style controls or ROG accessory ecosystem. |
| Samsung Galaxy Ultra | A complete Android flagship with strong cameras, display quality, ecosystem integration and broad US availability. TechRadar lists the Galaxy S26 Ultra as its “best for gaming and more” pick. | It lacks built-in shoulder controls, a secondary charging port and the most specialized gaming ergonomics. |
TechRadar’s 2026 gaming-phone guide still includes the ROG Phone 9 Pro among its top choices, while recommending newer REDMAGIC models and mainstream Apple and Samsung phones for different priorities. Prices, storage, trade-in credits and carrier promotions vary by country and date.
What this means for the gaming-phone market
ASUS’s retreat is a significant signal for a niche category, but it does not eliminate the use case. Mainstream flagships now handle demanding games well, narrowing the performance gap. Dedicated models still differentiate themselves through cooling systems, triggers, high-refresh panels, gaming overlays and charging-oriented designs.
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Bottom line
ASUS is not abandoning existing ROG Phone owners, but it is no longer behaving like a normal annual smartphone maker. In 2026, the practical assumption should be that the ROG Phone 9 is the end of the current line unless ASUS announces a reversal. Keep one if its gaming controls and sustained performance serve you; buy one only at a price that reflects its uncertain future; and choose REDMAGIC, an iPhone Pro or a Galaxy Ultra if long-term platform confidence matters more than ROG-specific hardware.
Quick Recap
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