ASUS Phones Sell Out in Taiwan as ROG Phone and Zenfone Fade Out

ASUS phones have effectively disappeared from store shelves in Taiwan. Retailers say the last ROG Phone and Zenfone units sold out in late October 2026, and chain stores will not restock, leaving the Zenfone 12 Ultra and ROG Phone 9 as what look like the final models from the Taiwanese PC maker.

The clearest signal came from SOGI, Taiwan’s largest phone price comparison site. According to a report by Taiwan’s Economic Daily News, no retailer listed a price for the Zenfone 12 Ultra 256GB last week, a sign that the remaining stock was gone. Retailers contacted on October 27 confirmed that their Zenfone inventory had sold out and that they would not order more.

Why ASUS Phones Are Running Out

The sell out is the last step of a retreat that has been visible all year. In January, ASUS chairman Jonney Shih said the company had no new smartphones planned for 2026 and would put its resources into commercial PCs and “physical AI” products such as robots and smart glasses, as GSMArena reported at the time. We covered the first signs in our earlier story on ASUS leaving the smartphone market.

The gaming focused ROG Phone line sold out first, in the first half of 2026. The Zenfone 11 Ultra and Zenfone 12 Ultra lasted longer, but by mid October some models were down to single digit quantities in Taiwanese stores.

Last Models and Ongoing Support

The ROG Phone 9 series launched in November 2024 and the Zenfone 12 Ultra followed in February 2025. ASUS also released the ROG Phone 9 FE in 2025, but neither line sold in large numbers, and neither has a successor.

ASUS has not announced a formal, permanent exit. Its official position since early 2026 is that it has no new phones planned while its phone unit keeps offering repairs, software updates and warranty service. For current owners, that means support continues even though new devices are no longer on sale.

A Hard Market to Return To

The phone business had been losing money for years. ASUS restructured it in late 2018, taking one time charges of about TWD 6.2 billion (roughly $190 million) and narrowing its focus to gamers and power users, yet the unit still posted small losses.

Rising component costs make a comeback even less likely in 2026. Memory prices have surged as AI data centers absorb supply, a trend we explained in why RAM is so expensive, and higher phone prices have weighed on demand.

ASUS is not alone. Fellow Taiwanese brand HTC has said phones will take a secondary role as it shifts to smart glasses and wearables, and stock of its U24 Pro, the phone behind the Trump Mobile T1, is reportedly down to double digits at Taiwanese retailers.

Meanwhile, the core ASUS business is growing. The company reported 2025 revenue of TWD 738.91 billion ($23.4 billion), up 26% from 2024, with its AI server business doubling.