Asus winds down mobile phone business as stocks run dry

Asus has concluded its smartphone operations following the depletion of its product inventory. Market reports indicate that retailers are no longer providing quotes for remaining stock, such as the Zenfone 12 Ultra, signaling that the company’s mobile offerings have reached the end of their retail lifecycle.

This development follows the company’s confirmation in early 2026 that it had no plans to introduce new smartphone models. The move marks the final phase of a long-term strategic withdrawal from the mobile sector, which had struggled with persistent losses despite attempts to pivot toward gaming-focused hardware like the ROG Phone series.

Asus entered the mobile market in 2003 with its J100 model. While the 2014 launch of the Zenfone series initially generated significant volume, the division failed to maintain consistent profitability. Faced with rising component costs and intense market competition, the company has opted to discontinue its mobile line entirely after more than two decades of operation.